The New Gold Rush: How to Build a Composable, Collaborative, and Intelligent Commerce Media Network

Every surface and signal is becoming an ad opportunity, from grocery aisle displays and taxis in the physical world, to streaming platforms, ecommerce sites, and apps in the digital. 

Following the blueprint created by retailers, a new wave of data-rich companies across travel, hospitality, services, entertainment, and more, are launching commerce media networks to monetize proprietary insights and deliver more sophisticated, personalized customer experiences. 

The opportunity is massive, but so is the complexity. Media networks must be able to activate responsibly, collaborate securely, and deliver value at scale, while navigating the complex balance of personalization and responsible use of data, and new technologies, expertise, and operating models required to stand up a media business. 

When a large number of companies have the potential to be publishers or platforms, media networks need more than good data alone. For those who get it right, the rewards are transformative. That’s why our partner Capgemini, with contribution from LiveRamp, developed its new whitepaper, “The Future of Commerce Media: Composable, Contextual, Collaborative, and Agentic,” detailing the building blocks of successful commerce media, including:  

• How to grow and extend premium inventory
• How to enrich audiences with contextual insights
• How to deliver trusted, more robust measurement using clean rooms

Data collaboration and AI: Force multipliers

Across inventory, audiences, and measurement, one capability stands out: data collaboration. Connecting data across business lines and partners unlocks richer insights, more inventory, and full-funnel measurement – without compromising governance, control, or security. 

As AI expands across the marketing ecosystem, data collaboration is accelerating its value and impact. Core marketing functions like media optimization, personalization, measurement, and creative development are shifting to specialized AI agents and models. When the right data and signals power AI agents through data collaboration, media networks can scale faster, reduce reliance on data science resources, and solve measurement challenges with speed and precision. 

Together, intelligent, secure data collaboration and AI fuel media network innovation and growth. 

Download the whitepaper, “The Future of Commerce Media: Composable, Contextual, Collaborative, and Agentic,” today to learn more. 

‍Learn why LiveRamp is the go-to partner for building a high-performing media network across retail, automotive, financial services, hospitality, travel, entertainment, and service providers.