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OCTOBER 13, 2025 |
This issue of Commerce Media Weekly is made possible by DG Media Network. Dollar General’s 20,000+ stores serve as a lifeline for millions of value-conscious shoppers. DG Media Network helps brands reach them with unique data and full-funnel solutions that drive engagement, results, and lasting equity. | | | |
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Once seen as a revenue channel, commerce media is fast becoming the connective tissue between brands, retailers, and consumers. The industry’s focus is expanding from monetization to meaning, a theme that resonated throughout Advertising Week New York. |
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For marketers, this transformation demands new definitions of precision, creativity, and success, where value is measured not in reach but in relevance. |
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The collapse of the funnel |
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The traditional purchase path has disappeared. Discovery, consideration, and transactions now happen simultaneously, often on the same screen. |
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That journey compression is redefining precision in marketing.
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“It’s not so much about being present at all times or doing mass reach,” said Catalina Salazar, global head of Wolt Ads, during one session at AW New York. “It’s about nailing that moment where the consumer is open to be influenced and close to the point of transaction.” |
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United Airlines teamed up with Instacart to give its loyalty program members sweetened perks like free grocery delivery and bonus miles. |
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The $0 delivery fee—what United calls a first for an airline—applies on orders placed just before, during, or shortly after a domestic flight.
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Loyalty program participants can also earn miles for setting up new Instacart+ memberships and for linking their United and Instacart accounts. |
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Under the partnership, Instacart will work with United’s retail media network, Kinective Media, to provide in-flight and app-based promotions like ads on boarding passes and seatback screens. |
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