How do I create a commerce media strategy for my brand?
Set one goal, check what shopper data each retailer shares, fund it, pick on-site, off-site or in-store ads, plan creative, and test for lift.
Marián Cabadaj
1 min read
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To create a commerce media strategy, start with one business goal, such as new buyers or more sales of one product. Then check what shopper data each retailer can share, agree where the budget comes from, and choose the mix of on-site, off-site and in-store ads. Measure incremental sales, not only ROAS.
On-site ads, like sponsored products and search on the retailer's site, suit sales goals. Off-site ads use retailer data to reach shoppers on other sites, social apps and TV, so they suit new buyers. In-store screens and audio suit launches. Each placement needs its own creative, with several versions to test.
Ask every retailer how it defines a sale and which lookback window it uses. IAB Europe's measurement standards make 30 days the default. In November 2025, IAB and IAB Europe published guidelines for incremental measurement in commerce media, with four method types: experiments, model-based counterfactuals, econometric models and hybrid proxies.
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