What: Quick commerce platforms are transforming retail media by leveraging real-time first-party data and omnichannel integration to deliver high-margin, targeted advertising at the moment of purchase.

Why it is important: The diversification of retail media channels is creating new opportunities for brands to engage high-intent audiences and optimize campaigns in real time.

Quick commerce is rapidly redefining the retail media landscape, moving beyond logistics to become a central pillar of digital advertising. By harnessing vast volumes of real-time, first-party transaction data, platforms like Uber, DoorDash, and Instacart are enabling brands to reach consumers at the precise moment of purchase with highly targeted, high-margin ads. This shift is driving a surge in retail media investments, with offsite and omnichannel campaigns projected to exceed $28 billion by 2028. The integration of retail media into connected TV, in-store digital displays, and off-site partnerships is expanding the reach and effectiveness of campaigns, while closed-loop measurement and SKU-level data provide advertisers with granular insights and accountability. As privacy regulations tighten and third-party cookies decline, quick commerce platforms’ login-based environments and hyperlocal targeting capabilities are becoming increasingly valuable. The result is a dynamic, data-driven ecosystem where brands can deliver personalized, measurable, and privacy-compliant advertising, capitalizing on the evolving behaviors of today’s consumers.

IADS Notes:

Recent reports from July 2025 confirm that retail media has become a strategic imperative, with first-party data and omnichannel integration driving superior performance and new revenue streams. The sector’s projected $74 billion ad spend by 2026 reflects the rapid adoption of commerce media networks, while Delhaize’s success with loyalty data and standardized KPIs demonstrates the effectiveness of transparent, data-driven campaigns. As quick commerce intermediaries diversify the landscape, brands are gaining new tools to engage high-intent audiences and optimize results in real time.

Quick commerce and retail media: the new revolution for advertisers