Mrge, publisher and intelligent platform for commerce advertising, has announced that they are releasing their biannual ‘2025 Commerce Advertising Report’. It appears reluctance and declining confidence hit consumers in the first half of 2025 along with overwhelming uncertainty, Google updates, and a fading economy, as the mrge report showed optimism within commerce advertising in the latter half. Looking closely, it can be seen that surveyed publishers, advertisers, agencies, and network or tech providers are collectively appreciative, as over 80% of respondents showed an optimistic perspective. Trust paired with authentic partnerships are now more abundant in an AI-driven society and environment, something respondents touched upon as well.
“Even though the first half of the year has been difficult for the sector, there’s an increasing level of confidence as we approach Q3 and Q4. Black Friday, Cyber Monday, and Christmas are still the biggest opportunities for the industry and everyone is preparing to take full advantage of these dates,” shared mrge’s CEO, Dave Reed. “The research findings also highlighted how the industry is capable of overcoming challenges and adapts to changing circumstances. During this period of rapid technological advancement brought on by AI, there is a heightened interest in reinvention, especially in the areas of genuine coalitions, greater quality, and reliable content.”
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Other important takeaways from the survey are as follows:
Reacting to Google Updates with Enhanced User Experience and Content Quality: Algos are changing. More than one third of the respondents indicated that their business stood to lose at least 10%. While this is a concerning figure, the response to the challenge is mostly positive and is making the business ecosystem, overall content, customer experience, and trustworthiness fare better in the end. During such difficult times, focusing on the future is crucial.
Authenticity Is Still Valued Despite AI Infiltration: Adoption of AI technology is on the rise. Respondents of a recent survey said that by the next one to one and a half years, they would have AI as an active contributor or at least a supporting tool in their operations. Given the rampant fears surrounding the editorial quality, creativity, and even employment at stake due to AI, it seems as though the current level of focus on this topic is not warranted.
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Trust is Everything: Authentication fatigue is on the rise, proving the need for authentic voices and credible marketer allies in the age of AI. Trust remains the most critical factor in commerce advertising. The majority, 73.8%, of respondents claim that readers’ trust is extremely or very important in commerce advertising.
Commerce Advertising Is Now a Major Sales Driver: More than 62% of respondents say that commerce advertising accounts for at least 20% of their total sales, showcasing its importance as a central revenue driver.
Partnerships Trump AI as Growth Engine: Investment in partnerships is seen as the leading growth opportunity for over 60% of respondents. In second place was expanding the partner base, demonstrating a strategic shift towards collaborative ecosystems, showing the role they play in commerce advertising.
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