# A Look at the Rise of Commerce Media Networks: How Nift Helps Brands Own How Their Message Shows Up

By Melissa Gonzalez · Published 2025-07-02 · Updated 2026-05-19 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/rise-of-commerce-media-nift-elery-pfeffer
Creator hub: Retail Refined

> As traditional digital advertising struggles to retain consumer trust, brands are exploring new, more authentic ways to connect with shoppers. Platforms like commerce media networks, which weave together commerce, content, and data, are emerging as powerful tools in this shift. Research from MG2 Advisory reveals that only about 37% of consumers feel brands genuinely…

## Key points

- Only 37% of consumers feel brands genuinely act on their stated values, driving demand for more authentic engagement models.
- Nift's patented AI platform enables performance-based, personalized gifting that feels like appreciation rather than advertising.
- The emergence of AI-native consumers requires brands to rethink how they show up across both digital and physical retail environments.

As traditional digital advertising struggles to retain consumer trust, brands are exploring new, more authentic ways to connect with shoppers. Platforms like commerce media networks, which weave together commerce, content, and data, are emerging as powerful tools in this shift. Research from MG2 Advisory reveals that only about 37% of consumers feel brands genuinely act on their stated values, underscoring the urgent need for more meaningful brand experiences. So, how can brands take control of how their message shows up while delivering real value to consumers? In this episode of Retail Refined, host Melissa Gonzalez sits down with Elery Pfeffer, CEO and Founder of Nift, to unpack the role of commerce media and personalized gifting in the evolving retail landscape. They discuss how Nift is enabling brands to own the consumer experience through AI-powered, hyper-personalized rewards that feel less like advertising and more like appreciation. Here’s what you’ll learn in this episode: Why traditional advertising models fall short—and how brands can shift to performance-based gifting that drives loyalty and revenue. How Nift’s patented AI creates a personalized, delight-driven experience across digital and physical retail environments. What the rise of “AI-native” consumers means for the future of commerce, and how brands must adapt to stay relevant. Elery Pfeffer is a seasoned technology executive with over two decades of experience leading hypergrowth startups and scaling innovative platforms from inception to large-scale operations. He is the founder and CEO of Nift, a commerce media and gifting platform, and previously founded Pursway, which helped major brands in retail, telecom, and finance expand their consumer reach. Pfeffer also served as a Fellow at Harvard University’s School of Engineering and holds a degree in Math and Computer Science from Tel Aviv University. Article written by MarketScale.

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