How do I select a commerce media network partner?
Check audience fit, first-party data, clean rooms, fees per format, viewable and incremental measurement, and who owns the data before you sign.
Marián Cabadaj
1 min read
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To select a commerce media network partner, pick the network whose shoppers match your buyers, then test its data, its inventory and its proof. Ask how it measures sales, whether it can show incremental lift, what it costs to start, and who owns the data and the results. Sign only when the answers are written down.
IAB Europe counts retailers, travel services, payment providers, food delivery and classifieds as commerce media networks. They sell on-site, off-site and in-store inventory, and not every network sells all three. Check audience fit in your category, not total traffic, ask if the network has a clean room, and ask for every fee and minimum per format.
For proof, use the IAB and MRC Retail Media Measurement Guidelines from January 2024 as a checklist. Attribution windows must be disclosed before launch, outcomes must be tied to viewable impressions, and the network should report how much of the attributed sales is modeled. Ask for randomized tests with a control group to show incrementality.
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