SAN JUAN, PR – Commerce media is transforming retailers into media powerhouses while creating new opportunities for omnichannel strategies — but the balance in those two very different business modes remains a work in progress, according to Lori Goode, Chief Marketing Officer at Index Exchange.
“I think commerce media evolving over the next two to three years is a super exciting opportunity,” Goode said, speaking to David Kaplan at February’s Beet Retreat San Juan 2025. “Retailers are moving into this evolution into media powerhouses, which is really exciting. It is taking all of their first-party data and making that available to others and then activating it in ways that are beneficial to consumers, but also to brands and advertisers.”
First-party data as the new currency
As commerce media platforms continue to expand, Goode emphasized the critical importance of first-party data partnerships in maximizing investments.
“Really seeing first-party data as the new currency and ensuring that brands are building strong data partnerships with retailers, with commerce media networks, and also with publishers so they can activate first-party consented, privacy-safe media,” she said.
For Index Exchange, innovation on the sell side of the transaction is unlocking significant value. “We are starting to see a big shift in innovation where more and more is happening on the sell side of the transaction, and that means integration with commerce media platforms that allow decisioning to happen before we even send a bid to the DSP,” Goode said.
Measurement challenges and opportunities
Addressing the perennial challenge of proving ROI in commerce media, Goode highlighted the ongoing pursuit of closed-loop attribution.
“The holy grail is closed-loop attribution, making sure that you can understand what happens across a consumer’s journey from the very first interaction, but knowing what happens at a point of sale or loyalty further downstream,” she said.
Goode also advocated for a broader definition of ROI that extends beyond immediate sales. “It’s not just the sale. It really has to be intent data and consideration data as ROI, brand building upfront, and then ultimately loyalty and return and lifetime customer value.”
AI driving innovation
Index Exchange processes two petabytes of data daily—”like watching Netflix in HD streaming nonstop for 84 years,” according to Goode—creating a substantial foundation for AI capabilities.
“We’re investing in AI, particularly around understanding the bids, getting more content signals, and then being able to optimize and deliver better outcomes,” she said.
The supply side platform has also launched Index Marketplaces, enabling other companies with AI and algorithms to build on top of Index’s platform. “Whether we’re investing in our own AI or we’re enabling and empowering other companies to build their businesses, those are two ways that AI is moving into Index in the future,” Goode concluded.
You’re watching coverage from Beet Retreat San Juan 2025, presented by Cognitiv, Index Exchange & TransUnion. For more videos from this series, please visit this page.
