It’s not just retailers who can build out commerce media offerings. The first-party data owned by banks, hospitality brands, car manufacturers, telecoms companies, etc., may also lend itself to contextual advertising that consumers can opt into in return for relevant, tailored experiences. With already 70+ RMNs available to choose from, and a whole host of formats and channels to tap into, in this session we explore the potential for a commerce media explosion, and what implications this has for the future of the media business and for advertising. We will find out: How is commerce media transforming the advertising value chain? How are businesses building offerings with a compelling value proposition? How can media businesses adapt and innovate to meet the commerce media opportunity? How is the buyside reacting – is commerce media a key strategic priority, and if so, what is the source of the finance? What expertise on the buyside is needed to fully embrace advertising opportunities?