{"id":705776,"date":"2026-01-08T11:52:50","date_gmt":"2026-01-08T11:52:50","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?post_type=research-and-insight&#038;p=705776"},"modified":"2026-01-22T07:41:37","modified_gmt":"2026-01-22T07:41:37","slug":"the-future-of-commerce-media","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/research-library\/the-future-of-commerce-media\/","title":{"rendered":"The future of commerce media"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:51% 48%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Connected products<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">The future of commerce media<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/The-Future-of-Commerce-Media-2026.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download the PoV<\/span><span class=\"type\">2 MB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insightu0026p=1182445\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insightu0026p=1182445\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-composable-contextual-collaborative-and-agentic\" style=\"padding-top:0;padding-bottom:0\">Composable, contextual, collaborative and agentic<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full is-resized has-custom-border is-style-default\" style=\"margin-top:0;margin-right:0;margin-bottom:0\"><img loading=\"lazy\" decoding=\"async\" width=\"380\" height=\"68\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2026\/01\/LiveRamp-Logo.png\" alt=\"\" class=\"wp-image-705777\" style=\"border-style:none;border-width:0px;border-radius:0px;width:170px\" srcset=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2026\/01\/LiveRamp-Logo.png 380w, https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2026\/01\/LiveRamp-Logo.png?resize=300,54 300w\" sizes=\"auto, (max-width: 380px) 100vw, 380px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ads are everywhere you look. That\u2019s not a feeling, it\u2019s a fact.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From screens to shelves to streets, ads are exploding across every surface\u2014ushering in the next era of commerce media. As organisations look to cash in, the real question becomes: How can we create a commerce media network without having to go through the pain of building one?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In our latest POV, <strong>The future of commerce media<\/strong>, published in partnership with LiveRamp, our experts explore how the progression towards composable and headless ecosystems, as well as advancing generative and agentic AI capabilities, are streamlining the development, deployment, and operation of modern commerce media networks, helping organisations tap this lucrative revenue opportunity.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/The-Future-of-Commerce-Media-2026.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Download the PoV<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-what-s-inside-tapping-the-commerce-media-opportunity\">What\u2019s inside: Tapping the commerce media opportunity<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An in-depth look at how modern commerce media networks are built\u2014and how inventory, audience intelligence, and measurement are the key to scalable, high-margin monetisation.<\/li>\n\n\n\n<li>An overview of how evolving privacy regulations and shifting consumer expectations are reshaping the economics and operation of ad-supported experiences.<\/li>\n\n\n\n<li>Best practises for using composable ad-tech ecosystems, as well as generative and agentic AI, to launch or modernise media networks without massive tech investments.<\/li>\n\n\n\n<li>Real-world examples of how companies across industries are successfully tapping the commerce media opportunity.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Explore strategies for launching or modernising commerce media networks using Gen AI and composable ecosystems. See how evolving privacy and consumer trends are reshaping ad-supported experiences.<\/p>\n","protected":false},"author":257,"featured_media":705778,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":641,"primary_term":"Connected products","featured_focal_points":""},"tags":[],"research-and-insight-type":[85],"theme":[641],"brand":[],"service":[],"industry":[],"partners":[],"content-group":[],"class_list":["post-705776","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-point-of-view","theme-connected-products"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The future of commerce media networks: Composable, contextual &amp; agentic<\/title>\n<meta name=\"description\" content=\"Explore strategies for launching or modernising commerce media networks using Gen AI and composable ecosystems. 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