Andrew Lipsman — Founder & Chief Analyst at Media, Ads + Commerce

Andrew Lipsman, a well-known media and advertising analyst, has launched his own independent research and analysis venture called Media, Ads + Commerce, where he serves as Founder and Chief Analyst. Lipsman previously held senior analyst roles at eMarketer and later at Media, Ads + Commerce predecessor efforts, building a reputation for deep expertise in retail media, commerce media, and the convergence of advertising with shopping behavior. This move represents a transition from institutional research roles to an independent, founder-led analyst practice focused on the intersection of media, advertising, and commerce. The venture, Media, Ads + Commerce, positions Lipsman as an independent voice in a rapidly evolving segment of the AdTech and media landscape. His work has historically centered on retail media networks, connected TV advertising, and the broader shift toward commerce-enabled media. By founding his own practice, Lipsman gains the flexibility to produce proprietary research, consult with brands and platforms, and speak independently without the constraints of a larger institutional employer. This type of independent analyst model has become increasingly common in AdTech, where practitioners with deep domain expertise leverage their networks and reputations to build boutique research and advisory firms. Lipsman's profile — including speaking engagements at major industry events like Shoptalk — underscores the credibility and visibility he brings to this new venture, making Media, Ads + Commerce a notable addition to the independent research landscape covering retail media and commerce advertising.

Lipsman's establishment of Media, Ads + Commerce adds a credible independent research voice to a segment — retail media and commerce advertising — that is experiencing explosive growth and significant analyst attention. As retail media networks from Amazon, Walmart, Target, and others compete for advertiser budgets, independent analysts who can provide unbiased benchmarking and forecasting are increasingly valuable to both buy-side and sell-side participants. His independence from large research firms may allow for more candid assessments of market dynamics that institutional employers might soften. For the broader AdTech ecosystem, this signals continued maturation of the retail media and commerce media sectors, which now warrant dedicated independent coverage. Competitors in the analyst space such as eMarketer, Forrester, and boutique firms like Advertiser Perceptions may see Lipsman as a new competitive voice for research subscriptions, speaking engagements, and consulting mandates.