On today’s EMARKETER Miniseries—A Blueprint to Better Measurement—we explore Amazon's plans for moving out of Beta and offering Omnichannel Metrics (OCM) more widely to advertisers, the top two challenges they face heading into the new year, and what is next for Amazon Ads in 2026, as it pertains to durables. EMARKETER Principal Analyst Sky Canaves speaks with Kolby Capelouto, Head of Sales for Durables at Amazon Ads. Listen everywhere you find podcasts, and watch on YouTube and Spotify.
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Become a Client"The retail media landscape is only becoming more crowded, but Target's guest insights are often cited as a key differentiator," said our analyst Sarah Marzano during EMARKETER's recent Commerce Media Summit.
As consumers grow more comfortable with using AI, retail industry leaders see 2026 as a pivotal year in shaping how the emerging technology disrupts the way people shop.
Later has transformed from a scheduling tool into a full-scale creator-commerce engine. One year after acquiring Mavely, the combined platform is processing more than $2.4 billion in annualized GMV and has paid out over $250 million to creators. During Black Friday–Cyber Monday alone, creators drove $50 million in sales through Later and Mavely systems. With link-in-bio tools, affiliate rails, workflow software, and AI-powered attribution stitched into one stack, Later now acts as a performance channel for brands like Southwest and Bissell. Its EdgeAI engine ties creator posts to SKU-level results, reflecting a broader shift toward creator marketing as a full-funnel, revenue-driving discipline.
The average cost of ad-free streaming has risen from $9 to $16 per month since 2020, a 78% increase in five years, according to an October analysis from The Verge.
45% of creators prioritize working with high-quality brands above all else when evaluating brand deals, according to a July survey from Ipsos and Publicis Media.
UK digital bank Starling is exploring an acquisition of another UK lender, per the Financial Times—in addition to a US bank. The move could help it expand quickly into corporate lending. Starling is not the only foreign neobank with US plans. Revolut, which competes with Starling globally, has held talks with investment bankers about buying a bank to secure a US license. Brazil’s Nubank applied for a US bank charter in October. But barriers to entry are rising as US challenger banks mature. Given the challenges ahead, quickly growing its loan book will be crucial to Starling’s profit plans.
Consumers are moderately satisfied with how their primary financial institution (FI) supports them throughout life events, according to a recent Jack Henry study. But satisfaction varies greatly by the type of event and its impact on the consumer. FI sales strategies can’t be built around products. Instead, they should facilitate financial journeys based on life events, as we explore in our June 2025 report, Future-Proofing Banking Through Customer-Centric Journeys.
"Consumers are conditioned to spend even when they're feeling pressured. Nearly a third of consumers were prepared and ready to take on debt this season to make their holiday purchases,” said our analyst Zak Stambor on a recent episode of “Behind the Numbers.”
Falling mortgage rates have reignited refinancing activity, particularly among borrowers with recently originated loans. Refinance volume rose 88% YoY, per Mortgage Bankers Association data from earlier this month. Traditional lenders should take a similar tack with enhancing the digital mortgage experience and focus on retaining existing mortgage customers as falling rates tempt them to refinance with competitors. The combination of personalized advice and a better digital experience could keep customers within a bank’s ecosystem.