Commerce media is one of the fastest-growing channels in digital advertising. US advertisers are projected to spend $69.33 billion on retail media in 2026, up from $58.79 billion in 2025, according to eMarketer. And the category is expanding well beyond traditional retail: financial institutions, travel platforms, delivery services, and telecommunications companies are all launching their own media networks to monetize owned audiences and first-party transaction data.
Rokt has been operating at this intersection for over a decade and is named in the 2026 Gartner Market Guide for Retail and Commerce Media Networks for the first time ever.
We believe Rokt's mention comes as the commerce media market rapidly expands and advertisers place increasing weight on incrementality as the measure that matters most. Generating incremental revenue from high-intent moments is exactly what Rokt was built to do. The Transaction Moment™ spans the highest-intent steps of an ecommerce journey, from selection to confirmation, when a customer is buying and most open to relevant next actions. Rokt activates in these moments to deliver the next best action for each customer.
More than 50% of the Top 200 global ecommerce companies use Rokt to unlock incremental revenue at the Transaction Moment. Rokt's AI Brain processes over 10 billion transactions annually across 1.1 billion unique customers, selecting the most relevant experience for each individual in real time.
Where commerce media networks are investing
Across the industry, commerce media networks are evolving beyond traditional ad formats and looking for new surfaces that drive incremental revenue without disrupting the customer experience. The Transaction Moment is emerging as one of the most valuable. Many of the networks investing most aggressively in commerce media are already activating this moment with Rokt. The commerce platforms building the most sophisticated media businesses have independently chosen Rokt to drive incremental revenue on their own ecommerce properties. They chose Rokt because the Transaction Moment is where their highest-intent customers are, and because Rokt's technology can prove, at the individual level, that the value it creates is genuinely incremental.
What we believe this means for Partners and Advertisers
For existing Rokt partners, the Gartner inclusion is a signal that the analyst community is now formally tracking the same category these partners helped build. For prospective partners evaluating their commerce media strategy, the market direction is clear: incrementality is becoming the primary measure of media value, and the Transaction Moment is where that value is most provable.
For advertisers, the takeaway is equally direct. Commerce media budgets are growing, and so is the expectation that every dollar proves its impact. Rokt Ads delivers a 4.03% click-through rate, 10x Google Display and 4x Facebook, by reaching real customers at the moment of purchase.
Gartner, Market Guide for Retail and Commerce Media Networks, Greg Carlucci, 27 April 2026.
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