Horizon Commerce: A New Chapter in AI-Driven, Outcome-Based Retail Media

Horizon Media Holdings is putting a sharper edge on its commerce ambitions. The media powerhouse today announced the rebrand of its commerce agency Night Market as Horizon Commerce, signaling a strategic evolution toward AI-powered, outcome-based retail marketing in a $6.4 trillion global commerce economy.

The rebrand is far more than cosmetic—it reflects a deeper transformation in how brands need to think about commerce in an always-on, data-rich world.

“Commerce today is omnipresent and deeply personal,” said Bob Lord, President of Horizon Media Holdings. “Consumers expect to shop anytime, anywhere—on any device. Horizon Commerce is designed for that compressed, connected reality.”

From Omnichannel to Omnipresent

Founded in 2020, Night Market quickly built a reputation for leveraging data to drive omnichannel commerce strategies. Under the Horizon Commerce banner, the agency is leveling up with expanded services—including advanced channel management, business outcomes dashboards, and tighter integration between retail media and digital experience—all powered by its proprietary platform, NEON.

Think of NEON as Horizon’s AI brain: a next-gen retail media platform that unifies messy, fragmented media data and turns it into actionable, predictive intelligence. With features like performance simulation, cross-platform optimization, and incrementality forecasting, NEON isn’t just making sense of media chaos—it’s turning it into money.

“This is about turning marketing from a cost center into a revenue driver,” said Randy Browning, President of Horizon Commerce. “We’re giving brands the connective tissue between media and results, creativity and conversion.”

Context: The Great Retail Media Land Grab

Retail media is booming. Amazon Ads, Walmart Connect, and Instacart are rewriting the rules of shopper marketing. Agencies are scrambling to offer brands the data visibility and agility needed to compete. Horizon Commerce is aiming to differentiate with an AI-first, full-stack offering that doesn’t just plug into retail platforms—but builds value on top of them.

Take Revlon and Boiron USA, two clients already using NEON to drive measurable growth. According to Brian Gearhart, VP of Media at Revlon, NEON has helped the brand “enhance consumer engagement, influence behavior, and drive revenue growth.” Boiron’s VP of E-commerce, Sha Atakhanov, added that NEON offers “real-time clarity across digital investments”—a critical edge in today’s fast-moving retail environment.

Beyond Retail Media: A Full-Funnel, Cross-Channel Approach

Horizon Commerce isn’t just about ads—it’s a full-spectrum commerce engine. Its service stack now spans:

• Commerce consulting and customer strategy

• Product creative and performance design

• Sales channel management

• Owned media optimization

• Commerce media planning

These services converge on one goal: turning intent into transaction faster and more intelligently.

By pairing its tech stack with creative chops and retail expertise, Horizon Commerce aims to help brands scale growth through predictive personalization, cross-functional insights, and seamless buyer experiences—whether DTC, on marketplaces, or in-store.

Why It Matters

Commerce marketing is evolving from gut-driven and channel-siloed to AI-driven and outcome-oriented. Brands are under pressure to show clear ROI across every digital touchpoint. Horizon Commerce’s rebrand reflects that reality—and throws down a gauntlet to traditional agencies still playing by yesterday’s rules.

With a name that matches its ambitions and a platform built for speed, Horizon Commerce is betting big on what it calls the “pervasive store”—anytime, anywhere, anyhow.

And if NEON’s 97.5% predictive accuracy and 18% incremental revenue lift hold up at scale, that bet just might pay off.

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