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For brands looking to place a bet on where best to place ad spend in 2025, it may not be a bad idea to place a chip on retail media.
Figures from Statista show that monthly online retail revenue in Australia from December 2019 to December 2024 has steadily increased, most recently reaching a new peak of just over $AU4.4 billion AUD.
Online retail sales sites attract audiences. Amazon Australia's the 2024 Black Friday sale was its biggest, with a record number of items sold, and the platform’s Prime Day 2024 was also Australia’s longest yet, running for six full days and delivering Amazon’s biggest Prime Day shopping event to-date globally.
It isn’t just traditional ecommerce that’s seeing good returns either - partnership management platform impact.com, which accounts for more than 50% of Australia’s total affiliate revenue, processed over $1.5 billion in ecommerce sales in 2024, an increase of 25% year on year.
The company’s senior director of publisher development and growth, Sam Morton, said this strong growth trajectory has continued into 2025, with January alone seeing a 43% rise in revenue compared to the previous year.
“These figures highlight a thriving and expanding ecommerce ecosystem, fuelled by evolving consumer behaviours and an increasingly competitive marketplace landscape,” said Morton.
This doesn’t even begin to mention the strong surge seen in retail media, with Coresight Research predicting over 15% growth of the global retail media market to $179.5 billion in 2025, with third-party data, advances in AI (artificial intelligence) and closed-loop attribution expected to fuel the growth.
Unified retail media platform Zitcha and technology software company Marketplacer recently partnered to create an ecosystem that integrates retail media and marketplace models, offering opportunities to retailers, advertisers, and customers.
Publicis Groupe bought Mars United Commerce, formerly Mars Agency, said to be the largest independent commerce marketing company, while Cartology, the Woolworths' retail media business, launched Brand Video on woolworths.com.au, marrying the engagement of above the line brand video with shoppable advertising.
Now, less than two months into 2025, Petbarn, Australia Post and Adore Beauty, Bunnings,Australian Venue Co. and Officeworks have all launched retail media offerings – with more entrants likely to try to take advantage of the boom as the year continues.
Bench Media’s VP of growth, Anthony Fargeot, said investment in ecommerce remains strong in 2025, though the sector has moved from the rapid post-pandemic boom to a more strategic, efficiency-driven phase.
“While growth continues, brands are prioritising ROI, customer experience, and performance-driven investments,” he said.
Bench Media recently unveiled a commerce and retail media offering of its own, including advanced tools to connect online and offline activities as much as technology and data compliance allow.
Elephant Room MD Adam Sharon-Zipser said online ecommerce in Australia is expected to grow at more than 8% and brands remain committed to their investment.
“Many brands are working hard to calibrate their performance around bottom-line profitability instead of top-line growth which has been the major theme for the years prior,” he told AdNews.
“International growth remains important for Australian brands and many are looking to diversify their marketing mix with emerging channels like TikTok Shop or similar.
“We're seeing on average 4% of all traffic entering our portfolio of websites coming from AI tools which is enabling new growth and new discovery opportunities for brands as they continue to scale.”
The Pistol’s head of strategy, Emilia Chambers, agreed there’s a “real feeling of positivity” in the industry heading into this year and while her media agency is yet to see any significant shifts in investment, she’s expecting this year to be a big one for brands testing and pushing the limits of what they’re doing in the ecommerce space.
“In recent years testing has taken a bit of a back seat as brands weathered interest rate rises and lower consumer confidence, but 2025 is looking to see a resurgence in driving growth through new opportunities,” she said.
Balance Australia GM Sebastian Klett said consumer confidence is rebounding, and with that, customer expectations are rising every single second.
“They are looking for seamless, engaging experiences, and the leading brands are investing not only in basics but in a new way of transacting; we call it Creative Commerce – blending content, personalisation, and the availability of ‘online’ agents that can complement their experiences,” he said.
“Overall, investment is deliberate and forward-thinking, positioning businesses for long-term growth in an evolving commerce landscape that is moving faster and faster.”
Flywheel MD Mohammad Heidari Far said despite broader economic headwinds in 2024, his company is projecting ecommerce growth to maintain its 10% year-over-year trajectory, with anticipated interest rate relief set to bolster discretionary spending.
Not all are feeling so positive to begin the year, though, with a number of media agencies and adtechs AdNews spoke to focusing more on the resilience of the sector in the face of broader economic headwinds as opposed to seeing any strong avenues for growth for the industry.
Lexlab’s director and founder, Alfie Lagos, said investment remains high in sentiment but cautious in execution.
“Brands are coming off strong momentum in 2024 with committed budgets, but outside of critical performance-based spending, mid-to-upper funnel investment is on hold as they wait for macroeconomic indicators to stabilise,” he said.
Vudoo’s MD of APAC, Drew Perry, said investment remains resilient but increasingly strategic, as while the post-pandemic spending surge has normalised, brands are continuing to make significant investments in technology and innovation to enhance online experiences.
“It’s as much about future-proofing as it is about adapting to the new normal,” he said.
Kinesso’s head of commerce, Hope Williams, said retail media investment is holding steady heading into this year, but strong momentum from both retailers and brands on display.
“Q1 is usually a quieter period compared to the peak of Q4, but the brands that get it right keep an ‘always-on’ presence, staying front and centre year-round,” she said.
“Retailers are also ramping up their media networks and gearing up to launch new solutions—Bunnings’ recent announcement is a prime example.”
Half Dome’s head of strategy, Adrian Cosstick, said the ecommerce landscape is transitioning from a growth-driven era fuelled by COVID demand to a new phase where profitability is the priority.
“Pure-play ecommerce businesses are now twice as likely as bricks-and-mortar retailers to report unprofitability, with many struggling to implement the necessary changes to improve margins,” he said.
Cosstick said that several factors are driving profitability challenges for ecommerce businesses, including rising customer acquisition costs due to increasing digital advertising expenses; growing competition from omnichannel retailers, as brick-and-mortar stores expand their online presence; higher fulfillment and logistics costs, particularly for businesses dealing with high return rates; and strict data protection and consumer rights regulations, which have impacted marketing effectiveness and ROI.
“The double-edged sword of retail media - the digital equivalent of in-store promotions - is also experiencing significant growth,” he said.
“With margins of up to 80% for major ecommerce retailers, it is becoming a dominant channel for driving sales. However, it adds another cost consideration for brands and can push businesses toward a short-term, performance-driven mindset. In highly competitive markets, this approach risks exhausting in-market demand too quickly.
“Now more than ever, long-term ecommerce success depends on brand building. Future demand must be cultivated through initiatives that enhance mental availability and brand associations, helping shoppers feel more confident and in control in digital retail environments. While this may involve new and unconventional channels (e.g., TikTok), the fundamental principle remains: familiarity and strong brand perceptions drive sustainable growth.”
Jaywing’s senior digital strategist, Ash Terry, said that as experienced in previous years, there has been a subdued performance for the start of 2025.
“This easing generally follows the heavy investment during peak season of November and December where consumer demand is at its strongest,” she said.
“January’s performance across our client base certainly indicates similar trends for 2025, with brands choosing to decrease investment whilst consumer interest is softer. This provides ecommerce brands an opportunity to conserve their media spend for more critical periods, such as mid-season sales and Cyber Month.”
Trends to watch in 2025
Impact.com’s Morton said one of the most significant trends shaping the sector is the dominance of marketplaces and department store-backed online platforms as retail giants continue to increase their ecommerce investments, particularly in marketplace models that simplify and centralise product offerings.
“These platforms (for example, Myer Market and Everyday Market from Woolworths) make it easier for consumers to access a diverse range of products,” he said.
“Consequently, competition within these spaces is intensifying, with an increasing focus on deals, discounts, and seamless customer experiences. This mirrors trends seen in Asian markets, where direct-to-consumer (DTC) models never fully took off, and marketplaces like Alibaba, Shopee, and Lazada have led the charge in shaping online retail.”
Morton said he is also keeping an eye on the resilience of the travel sector within ecommerce, as transaction volumes have surged by 49% year on year, likely driven by lower cost.
“In fact, average travel basket prices have fallen by 25% with the data suggesting that the cost of travel is normalising after a couple of years of all-time highs,” he said.
“Home appliances and beauty are two other stand out high-growth categories as we begin the year.”
Bench Media’s Fargeot said retailers are aggressively expanding their media networks (e.g., Afterpay’s recent Retail Media Network release), offering brands new ways to leverage first-party data for targeted advertising.
“AI is also playing a bigger role in optimising the customer journey, with dynamic pricing, tailored recommendations, and personalised promotions enhancing engagement and conversion rates,” he said.
“Seamlessly connecting media channels ensures a cohesive customer experience while improving visibility into what drives conversions, maximising both efficiency and ROI, while the rise of Google Shopping and social commerce (Meta, TikTok etc) is making shopping more instant and accessible, leading to increased investment in mobile-first experiences.
“While ecommerce investment is more measured than in previous years, the focus on precision, personalisation, and performance continues to drive significant growth.”
IAB Australia’s Retail Media State of the Nation 2024 Report, released in August 2024, showed that retail media investors spent 37% of their media and marketing budget in retail media over the last 18 months, up from 26% in 2023.
The report identified the most important driver of investment for agencies and marketers as the ability to reach shoppers at the point of purchase, followed by the opportunity to leverage the benefits of retailer first-party data.
Most retail media spend in Australia (60%) is being diverted from other advertising budgets, including traditional media channels and social media.
40% of advertisers and agencies have secured new budget or non-media budgets for retail media (up from 31% in 2023), with FMCG, Health & Beauty and Retail being the top three categories of advertisers or agency clients executing retail media campaigns.
Kinesso’s Williams said brands no longer need to be convinced of retail media’s value - they already see it as a critical investment channel - but the conversation has shifted from ‘why invest’ to ‘how do we optimise’ and with that, investment is only set to grow.
“The rise of non-endemic advertisers is another game-changer,” she said.
“Retail media is no longer just for brands that sell through retailers—it’s becoming a high-value channel for any brand looking to tap into high-intent shoppers.
“The expansion of commerce media solutions like Afterpay Commerce Network is further proof that retail media is evolving fast, blurring the lines between digital advertising, payments, and commerce.”
CX Lavender ECD and Partner, Ryan Stubna said brands that adapt to ever-evolving consumer habits - particularly around speed, convenience, and personalisation - will be set to reap the greatest rewards.
“The big global players like Amazon and eBay still dominate, but local marketplaces (such as Kogan and The Iconic) are thriving by catering to Australian preferences for local products and fast deliver,” he said.
“Social media platforms such as TikTok (currently leading the trend), Instagram and YouTube have evolved into direct shopping platforms within the ecommerce space.
“Sustainability and ethical sourcing have become essential market differentiators too, with customers expecting transparency about product origins. This is leading to new supply chain traceability methods and eco-friendly packaging and delivery solutions.”
Stubna said another trend he’s seeing emerge is physical stores joining forces with digital platforms to create a hybrid retail system that combines in-store shopping with online services through click-and-collect options, loyalty program integration and fast delivery thanks to micro-warehouses.
“Our proximity to Asia continues to facilitate cross-border ecommerce, with retailers streamlining international logistics and language localisation to capture growing demand and there’s a big opportunity for brands that invest in rural reach and last-mile solutions - for example, through local courier partnerships or even drone delivery,” he said.
“Underpinning all these shifts, data privacy and stricter regulations around consumer information are reshaping the way businesses collect and use data, rewarding those that champion transparency and consent.
“For end customers, these developments mean faster deliveries, wider product choices, and greater assurance that brands are meeting environmental and ethical standards—all within a seamless omnichannel experience that delivers consistent rewards and personalised offers.”
The Pistol’s Chambers said a key topic her agency is talking to many of its retail clients about is personalisation and how AI technology can be used to improve the ecommerce experience through AI-driven product recommendations and personalised shopping experiences.
“I’m expecting this to be a key trend as we get further into the year with brands testing how they can drive business outcomes by utilising emerging technologies,” she said.
Yango’s media director, Luke Creeley, said his company has observed technological advancements across digital infrastructure and payment/purchasing methods which have seen the barrier to entering the ecommerce sector decrease, ultimately leading to more brands jumping on board to keep up with consumer demand.
“We have seen our clients embrace the introduction of social commerce,” he said.
“The re-emergence of influencer marketing has further facilitated this growth, offering new opportunities for brands and consumers to interact from an ecommerce standpoint.”
Lexlab’s Lagos said that the biggest trend isn’t just cost-cutting, it’s really about control.
“Brands and agencies are leveraging AI-driven technology to build in-house capabilities and upskill, reducing reliance on external partners, so it’s less about spending less and more about spending smarter,” he said.
Vudoo’s Perry said he sees four key trends emerge, the first of which is the optimisation of RMNs.
“Retailers have either built or are in the process of building their own ad networks, but there’s still much to be done,” he said.
“Early adopters are now reaching capacity, prompting a pivot toward diversifying ad inventory—extending into offsite opportunities and leveraging first-party data remain key priorities. Meanwhile, the line between online and offline retail continues to blur as consumers dictate how and when they want to purchase online.”
Perry said that in the realm of commerce-enabled creative and social commerce, social platforms have already paved the way - TikTok, for instance, has brought the checkout experience directly to the customer, setting a new benchmark in seamless commerce.
“Building on this momentum, a wave of new tech is now enabling brands to embed purchasing capabilities directly within their creative (content and ads) across the open web,” he told AdNews.
“This evolution is breaking the mould: it's no longer just about shopping on social media. Innovative retailers and agile brands are leveraging these advancements to create a dynamic, real-time shopping experience that transcends platform boundaries and truly connects inspiration with instant transactions.
“Born out of the rapid shifts during the COVID era, today’s consumers are more informed than ever, expecting personalisation at every touchpoint. Dynamic Creative Optimisation (DCO) and tailored shopping experiences are no longer differentiators—they’re baseline expectations. Shoppers demand the ability to buy on their terms—eschewing rigid store hours and traditional promotional cycles in favour of pull-driven, on-demand commerce.
“Transparency around sourcing, shipping, and sustainability is also now a critical factor in purchasing decisions (as it should be). Consumers see through greenwashing, and brands must back up their claims with real action. The informed, conscious shopper is here to stay.”
The rocket ship of retail media
More than two-thirds of companies intend to increase their owned media leverage in the next 12 months, according to Sonder's 2025 Owned Media Global Market Report.
The report by Sonder, which values owned media assets, revealed that while less than a third of respondents use audience targeting, ad-serving, campaign optimisation and monetisation software platforms, over half of the respondents leverage their first party data with partner brands through customer targeting.
New sector entrants that are expected to make an impact in the market in 2025 include finance, travel, telco and convenience.
GroupM estimated retail media would grow 26.5% in 2024, hitting $US1 billion in revenue for the first time. By 2029, the analysts forecast revenue will reach $US2.7 billion for the channel.
Similarly, dentsu anticipated significant growth across key digital segments, with retail media leading the way at +21.9% as advertisers capitalise on the high value of retailer consumer data and increasingly invest in offsite advertising, including connected TV.
Flywheel’s Heidari Far said what's particularly exciting to him is the rapid evolution of commerce media, especially in the retail media and marketplace sectors.
“Just in the past year we’ve witnessed an expansion with new retail media networks from major players like Metcash, Terry White (TWC Connect) and Bunnings entering the space,” he said.
“This democratisation of retail media is creating new opportunities for brands to engage consumers closer to the point of purchase.”
Heidari Far said the industry is seeing established platforms push boundaries in innovative ways.
“Amazon's extension of AMC audiences for search ads and their introduction of Prime Video Ads demonstrates the growing sophistication of full-funnel campaign capabilities; meanwhile, local retail media networks like Woolworths' Cartology and Coles360 are leveraging their loyalty programs to enhance audience targeting beyond their owned channels,” he said.
“These developments signal a growing ecosystem where brands can access richer data, more precise targeting, and clearer measurement capabilities leading to increased demand from brands in this space.”
Bench Media’s Fargeot said a major shift is the increased use of data and AI to create highly personalised shopping experiences.
“Retail media networks provide brands with invaluable first-party data, enabling more precise targeting and greater ad relevance - one of the key reasons these networks are expanding rapidly,” he said.
Other growing strategies include brands integrating frictionless purchasing into their digital presence, from in-app checkouts to interactive ads; social platforms not only fuelling product discovery but also offering embedded shopping features, allowing consumers to purchase instantly; influencer marketing playing a key role in building trust and influencing buying decisions; and brands being pushed toward high-ROI strategies like dynamic product ads and AI-powered optimisation due to performance-focused investment.
“Brands increasingly blend advertising with commerce, and ecommerce is evolving from a single sales channel into a full-funnel marketing approach.”
Kinesso’s Williams said Australian brands are using retail media in different ways, with endemic and non-endemic advertisers tapping into it for distinct goals.
“Endemic brands are all about driving sales at the point of purchase, boosting visibility, and making sure their promotions land at the right moment - they’re investing in on-site sponsored ads, search placements, and in-store digital screens to stay front and centre for shoppers actively browsing retailer platforms,” she said.
“Non-endemic brands are tapping into retail media to reach highly engaged, high-intent audiences they wouldn’t typically have access to, and the opportunities vary by retailer, but some of the solutions are not just effective - they’re genuinely creative and exciting additions to the marketing mix.
“There’s so much potential for smart brand collaborations that feel seamless and well-matched. A great example is Crown partnering with David Jones for Melbourne Cup week—perfect timing, perfect alignment, and a great way to make retail media work beyond the usual placements.”
Williams said brands are continuing to shift more of their digital budgets into the space, with the focus moving from justifying investment to optimising performance and proving ROI.
“Retailers are scaling fast - Cartology, Coles 360, David Jones, and Amazon Ads are expanding, with new players like Bunnings entering the mix, so with more competition in the space, innovation is ramping up fast, giving brands access to more sophisticated ad formats, sharper targeting, and stronger measurement,” she said.
“While investment is steady in early 2025, what’s happening beneath the surface is a fundamental shift in how brands approach retail media. The question isn’t just how much should we invest? - it’s how can we make retail media work harder as part of a full-funnel strategy? That’s where the real opportunity lies.”
Coles expects the Australian retail media market to grow by more than 20% a year, as chief customer officer Amanda McVay said the Australian retail media market is estimated at $1 billion and is expected to grow rapidly in line with international trends.
Almost eight out ten (89%) of Australian brands are already investing in or experimenting with retail media and 40% of retail media investment is coming from new budgets pointed at retailers.
For Cartology, the retail media arm of Woolworths, an increase in revenue of 15.1% in the first quarter of FY25 compared to the same time last year was supposed by ecommerce division Woolies X, where sales were up more than 22% to $2.28 billion.
Amazon Ads Australia and New Zealand’s head of endemic advertising, Kasey Jamison, said there’s a significant shift from focusing solely on lower funnel, conversion-driving tactics, to leveraging full-funnel solutions to meet brand objectives that tie to sales outcomes, but Jaywing’s Terry said the demand for ecommerce continues to rise as a cost-effective method to drive bottom-of-funnel sales by reaching more people.
“In an era where immediacy is paramount, ecommerce satisfies consumers’ desire for instant gratification,” he said.
“The integration of social commerce has further bolstered ecommerce’s success. Modern technologies and platforms like Instagram Shopping, and CMS integrations across the likes of Shopify enable brands to provide seamless online-to-offline experiences, ensuring they remain visible to consumers at critical moments in a way that aligns with their brand.”
Yango’s Creeley said consumers expect to have access to ecommerce capabilities across channels while shopping online, putting pressure on brands to adapt to keep up with the increase in demand.
“This has led to a more omnichannel approach from advertisers,” he said.
“They are expanding into sponsored product placements, display ads within ecommerce marketplaces, engaging in influencer marketing collaborations that drive traffic to their online stores, and in-app shopping functionalities which are now common across social media platforms, for example, TikTok Shop.
“Allowing for more precise targeting and measurable results, it is a highly attractive option in the evolving landscape.”
The Pistol’s Chambers said social commerce will be a big part of the ecommerce journey this year as more and more consumers shift to social platforms to seek inspiration and information on brands and products.
“With this shift in consumer behaviour, we’re seeing an increased interest in shopping features/formats within social media platforms,” she said.
“These formats can be lucrative to brands but understanding customer needs and their touchpoints in the path to purchase is critical to ensure that these formats are enhancing the ecommerce experience and not hindering.
Elephant Room’s Sharon-Zipser said there here has been a significant battle in proving digital marketing efficacy but if the ad networks are proving meaningful, revenue return on advertising spend and the tracking tools can show an incremental and profitable uplift, then the reliance on media as a channel for their growth will be significant.
“CPM and CPC however are becoming more expensive across the board which is getting offset through a large push from platform providers to use their AI-led ad solutions like Advantage+ from Meta and PMAX from Google,” he said.
“Overall as results are becoming less murky, brands continue to see opportunities in their investment while maintaining profitability and showing incremental boosts without harming the bottom line.”
Balance Australia’s Klett said commerce is not just about generating immediate sales revenue; it's about driving the longer tail, too - data.
“Brands continue to accelerate their use of first- and zero-party data, supercharged retail media networks, and AI-driven experiences to fight the fight for the consumer’s dollars and ensure efficacy and efficiency in their marketing efforts,” he said.
“We see a huge shift of ad budgets to performance-driven, commerce-driving marketing linked to measurable outcomes.”
Klett said that retail media networks are seeing “rapid growth”, offering businesses new ways to reach high-intent shoppers at the point of purchase, while social commerce and content experiences are continuously expanding, enabling brands to integrate transactions directly into customer interactions.
“The demand for integrated commerce and advertising strategies is growing, with marketers and customer teams doubling down on precision targeting, personalised content, and seamless experiences to maximise return on investment,” he said.
“Today, if your paid, owned and earned experience isn't seamlessly connected, including everywhere commerce moments, you're missing out on two of the most precious things to business - money and data. And your competitors aren't going to wait for you.”
Vudoo’s Perry agreed that commerce is no longer just a sales channel; it’s a fully integrated advertising and customer engagement strategy.
“Brands are tapping into ecommerce-enabled formats, retail media, and direct-to-consumer experiences to drive both awareness and conversion,” he said.
“The conversation is shifting from a dichotomy between brand and performance media towards finding innovative ways to engage consumers with creative content that also facilitates seamless interactions and transactions.
“With the advent of smarter creative strategies, we’re now able to unlock deeper insights by capturing intent data and commerce signals that extend beyond retailer websites, ultimately creating a more connected, responsive and measurable consumer journey.
One of a few key trends shaping the space, said Perry, is consumers becoming accustomed to shopping directly within social platforms, with Instagram, TikTok, and YouTube continuously refining their in-app checkout journeys.
“This capability has now extended to premium publishers through commerce-enabled creative, allowing users to complete transactions within a contextually relevant, premium environment while continuing to consume the content they started with,” he said.
“With this, brands can now move engagement into instant transactions across the open web.
“High-impact formats are also naturally evolving to become commerce-enabled, offering more real estate for integrated checkout features. This seamless integration makes it easier to convert audiences in real time while capturing valuable intent data from consumer interactions.”
Perry said he is also seeing demand for commerce-driven advertising rising as brands prioritise measurable performance, first-party data, and frictionless buying experiences.
“With consumer journeys becoming increasingly fragmented, the ability to directly link media spend to commerce outcomes has never been more critical,” he told AdNews.
“In essence, ecommerce is not just selling online, it’s a holistic advertising ecosystem. As we move through 2025, the interplay between creative content, seamless transactions and data-rich insights is setting the stage for a new era of measurable, impactful commerce.
“Brands that invest now will be best positioned to capitalise on evolving consumer behaviour.
CX Lavender’s Stubna said ecommerce is playing an increasingly important role in advertising plans as brands focus their messages toward audiences that are ready to make purchases, and retailers can achieve greater returns on ad spend through audience refinement using first-party data on major platforms like Amazon Ads, Woolworths’ Cartology, and eBay Ads.
“At the same time, influencer marketing continues to gain momentum as brands discover more genuine partnership options with creators across TikTok, Instagram and YouTube,” he said.
“The introduction of privacy regulations has restricted some common online advertising practices, prompting businesses to turn to ecommerce platforms to benefit from their data-driven insights and precise targeting capabilities.
“Interestingly, live shopping events – a modern take on those classic TV shopping channels – are gaining popularity, with real-time demonstrations and immediate purchasing options adding extra dopamine hits to the social media experience.”
Stubna said there’s also the much-talked about trends of AI-driven personalisation – with brands leveraging tailored ads, recommendations, and dynamic pricing to engage individual shoppers – and the ongoing shift towards sustainable marketing narratives that highlight eco-friendly and ethically sourced products.
“Brands that integrate loyalty programs across all channels gain deeper customer insights, ensuring every touchpoint - from online ads to in-store experiences - is both relevant and consistent,” he said.
“And for customers? This all translates to personalised product suggestions, more interactive shopping experiences, and the convenience of buying through a single, streamlined platform.
“Ultimately, it’s the convergence of advanced technology, responsible data practices, and engaging content that continues to drive demand for ecommerce advertising—and will set brands apart in Australia’s rapidly evolving digital marketplace.”
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