mrge’s 2025 Report: Commerce Advertising Battles Uncertainty With AI, Trust, and Collaboration
Despite a rocky first half of 2025, the commerce advertising industry isn’t just surviving—it’s recharging. In its biannual industry report, mrge, a global platform for commerce advertising, reveals that over 80% of industry players remain upbeat about the second half of the year, driven by AI tools, high-stakes shopping events, and a reinvigorated focus on trust and authentic partnerships.
The findings, based on a global survey of publishers, advertisers, agencies, and tech providers, show that while consumer confidence took a hit, and Google’s algorithm changes raised alarm bells, most respondents are doubling down on quality, collaboration, and long-term value.
Industry Confidence Rebounds for H2
Call it cautious optimism or seasoned resilience, but the industry seems ready for a strong close to 2025. Events like Black Friday, Cyber Monday, and Christmas remain golden opportunities for revenue spikes.
“This industry thrives under pressure,” said Dave Reed, CEO of mrge. “We’re seeing a growing appetite for reinvention—especially when it comes to trust, quality, and real partnerships.”
Google’s Algorithm Shakes Things Up—Constructively
While over a third of those surveyed fear losing at least 10% of business due to Google’s ongoing search and ranking changes, the response hasn’t been panic—it’s been progress. Many report renewed investments in high-quality content, improved user experiences, and editorial credibility, signaling a shift toward sustainability over short-term clicks.
In the current SEO climate, survival favors the publishers that act like brands—not content farms.
AI’s Hype Is Real, But So Are the Concerns
AI is now table stakes. Over 90% of respondents say they’ll use AI actively or supportively in the next 12–18 months. Yet there’s nuance: while AI brings speed and scale, fears around editorial quality, lost creativity, and job displacement persist. Interestingly, many in the space believe the hype outpaces the current reality.
Still, the AI genie isn’t going back in the bottle—it just needs a human editor.
Trust Is the Real Currency
In a world where automation fatigue is rising, the report makes one thing clear: trust matters more than ever. Nearly 74% of respondents rated reader trust as either “very important” or “extremely important” to success. Amid all the talk about tech, trust emerges as the bedrock of performance—and longevity.
That means credible voices, authentic messaging, and partnerships that don’t just chase conversions, but build relationships.
Commerce Advertising Is Becoming a Core Sales Engine
More than 62% of participants now attribute over 20% of their total sales to commerce advertising—confirming its shift from a “nice-to-have” to a primary revenue stream. That’s a notable jump, reflecting commerce’s evolution from editorial sideline to strategic core.
With margins tightening elsewhere, commerce is earning its seat at the boardroom table.
Human Partnerships Outshine the Algorithm
When it comes to growth, the industry isn’t putting all its chips on AI. Instead, over 60% cite increased partnership investment as the top opportunity. Expanding the partner base ranks a close second. It’s a vote of confidence in the power of human collaboration—something algorithms still can’t replicate.
“Real growth,” the report concludes, “lies at the intersection of technology, trust, and thoughtful collaboration.”
As advertisers and publishers enter the back half of 2025, the takeaway is clear: the winners won’t just be those with the best tools—but those who use them to build better relationships, better content, and smarter, more trusted campaigns.
