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ORCA Commerce Media · Ad formats and capabilities

Advertiser performance is how a commerce media business grows.

Formats matter only when the campaigns on them perform. ORCA Commerce Media gives retailers and marketplaces sponsored product, brand, and display capabilities that capture shopping intent, report at SKU level, and commonly return 3–6x ROAS for advertisers — which is what turns a first test budget into a renewed one.

Contact UsExplore ORCA Commerce Media

01 · Performance before packaging

Advertisers fund channels that prove results, not channels that only list formats.

Many commerce media programs begin with a catalog of ad units. The harder problem is making those units produce outcomes advertisers can measure and trust. When performance is weak, budgets leave — which is why most commerce platforms stall below 1% of GMV in advertising revenue while mature programs reach 2–3%. When performance is strong, budgets expand across search, browse, brand, and reserved placements.

ORCA Commerce Media is designed so formats share one intelligence and measurement foundation. That helps platforms grow beyond early inventory limits by improving advertiser confidence at every stage of the funnel.

  • Which formats should we launch first?
  • How do we support both performance budgets and brand budgets?
  • What buying models will sellers, brands, and agencies expect?
  • How do we measure ROAS, orders, or incremental lift in a way advertisers accept?
  • How do self-serve and direct-sold programs operate on the same system?

02 · Every stage of the funnel. One platform.

Give advertisers useful ways to show up wherever shoppers decide.

Sponsored products

Turn high-intent search and browse traffic into measurable advertiser outcomes. Every slot is ranked on predicted purchase probability and bid together — in under 100 milliseconds, so page latency is unaffected — and campaigns can be generated straight from the catalog feed, so a seller with thousands of SKUs does not need thousands of manual decisions.

What it gives advertisers:

  • Capture demand when shoppers are already evaluating what to buy
  • Support outcome-oriented buying as campaign history matures
  • Keep product discovery useful rather than disruptive

Sponsored brands and consideration placements

Give advertisers a reason to bring brand budgets onto your platform once performance results create trust. Extend presence beyond product listings with brand and consideration units that still run on shared relevance and measurement.

What it gives advertisers:

  • Expand beyond pure performance budgets
  • Build visibility on high-traffic commerce surfaces
  • Keep brand placements connected to shopper context

Display and high-visibility surfaces

Run display across category, browse, and product detail surfaces, with ad density and relevance floors you set per surface. Display reports into the same SKU-level attribution as sponsored product, so a browsing-stage impression is credited on the same 14-day click and 7-day view purchase window rather than in a separate system.

What it gives advertisers:

  • Flexible cost models for different campaign goals
  • Shared reporting with product and brand campaigns
  • Room for both always-on and seasonal programs

Reserved and direct-sold inventory

Bring insertion-order and sponsorship business onto the same infrastructure as auction demand. Keep guaranteed placements, sponsorships, and performance campaigns under shared controls and measurement.

What it gives advertisers:

  • Support enterprise brand deals that need certainty
  • Reduce fragmentation between sales-led and self-serve demand
  • Present one operating picture for yield and delivery

03 · Controls that match advertiser maturity

Let advertisers buy the way their business already plans media.

Outcome-oriented buying

Advertisers optimize toward attributed orders, attributed revenue, or a ROAS target rather than toward clicks, with bidding handled automatically against that goal. Catalog price and stock updates flow in near real time, so an out-of-stock SKU stops spending instead of buying traffic to a dead page.

Flexible cost models

Offer buying approaches that fit different advertisers and deal types, such as performance-oriented, cost-controlled, or reserved commercial models.

Targeting and delivery controls

Keyword, category, placement, and audience controls, plus catalog-aware targeting that reads product attributes directly from the feed. Advanced advertisers and agencies can bring the playbooks they already run elsewhere without rebuilding them by hand.

Campaign management at scale

Long-tail sellers sign up and go live self-serve, most on the same day, while internal sales teams and agencies manage brand and reserved programs in the same system. No second platform, no separate reporting to reconcile.

Measurement and reporting

SKU-level reporting on impressions, clicks, attributed orders, attributed revenue, and ROAS, on a 14-day post-click and 7-day post-view purchase window by default, with raw exports so advertisers can verify the numbers in their own tools.

04 · Why formats become a growth engine

When advertisers grow, your A2G grows with them.

Activate more advertisers

Self-serve signup with catalog-driven campaign creation means a long-tail seller can be live the same day, without an ad-ops ticket.

Increase reinvestment

SKU-level ROAS reporting — commonly 3–6x on sponsored product — gives advertisers their own evidence to justify a bigger budget next quarter. Mature programs commonly grow toward 2–3% A2G on the back of that reinvestment.

Unify yield operations

Self-serve, managed, and reserved demand run on the same ranking, attribution, and controls, so advertiser count and catalog coverage can grow several times over without proportional ad-ops headcount.

Protect shopper relevance

Relevance floors and per-surface density limits are yours to set, and ranking weighs predicted purchase probability alongside bid — so the highest bidder cannot buy its way onto a page it does not belong on.

05 · Continue exploring ORCA

Related Content

ORCA Commerce Media

See how AI-native commerce media helps retailers and marketplaces grow advertising revenue.

Explore ORCA Commerce Media

Customer Stories

Review verified examples of platforms building measurable commerce media businesses.

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Contact

Talk with the ORCA team about format roadmap, measurement design, and launch sequencing.

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06 · FAQ

Frequently asked questions

Do we need every format at launch?+

No. Most platforms start with sponsored product on search and browse — the highest-intent surfaces and the fastest to show advertiser ROAS — then add brand, display, and reserved formats as demand builds. First campaigns are commonly live within 6 to 10 weeks, with catalog readiness the main variable.

Can performance and brand campaigns share one system?+

Yes. Sponsored product, brand, display, and reserved programs run on the same ranking, the same SKU-level attribution, and the same controls, so a brand campaign and a performance campaign appear in one report rather than two.

How do advertisers know the ads are working?+

They see SKU-level impressions, clicks, attributed orders, attributed revenue, and ROAS on a 14-day post-click and 7-day post-view purchase window, and they can export the raw data to check it themselves. For advertisers who want to isolate incremental effect rather than attributed effect, a holdout design is the honest way to read it.

Next step

Make your platform a channel advertisers want to fund.

Talk with the ORCA team about the formats, buying models, and measurement approach that fit your catalog, advertiser mix, and monetization goals.

Contact UsExplore ORCA Commerce Media