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# Commerce media wants a bigger media budget role, but brands aren’t convinced yet
- URL: https://www.medianexis.com/commerce-media-wants-a-bigger-media-budget-role-but-brands-arent-convinced-yet/
- Published: 2026-09-22T12:43:15.000Z
- Updated: 2026-09-22T12:43:15.000Z
- Description: Retail media networks are pushing beyond bottom-funnel placements toward broader brand and awareness budgets. Brands still need a clear reason to shift dollars, since commerce media has yet to prove it belongs alongside traditional upper-funnel channels.
- Author: The Signals Desk
- Tags: Retail-media, Emily Gallagher, Commerce media wants a bigger media budget role, but brands aren't convinced yet

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Emily Gallagher*](https://www.medianexis.com/tag/by-emily-gallagher/) *·* [*read the original*](https://www.emarketer.com/content/commerce-media-seeks-bigger-media-role--brands-need-reason-give-one?ref=medianexis.com)*.*