Personalization at scale tops the data activation investment list at 38%, followed closely by real-time campaign optimization (35%) and audience segmentation (32%), according to a December 2025 survey from Supermetrics.
The world's top companies rely on EMARKETER for today's industry news and data validation to make big picture strategy decisions.
Become a ClientIran war rattles ad market: A prolonged conflict could erase $50 billion in global 2026 revenues and upend 2030 forecasts.
Auto lending holds up despite cost pressure on consumers.
Many retail media networks operate independently from core business functions, but staying disconnected may limit how far they can grow. "Most retail media networks essentially were launched as startups within large legacy organizations, and they are tasked to grow and scale quickly in an industry that the rest of the retailer is not familiar with, which is media," said Molly Hjelm, head of retail media for Ace Hardware's RedVest Media network, during IAB’s Connected Commerce event last week.
The lack of a standard definition for agentic commerce reveals a fundamental split in how the industry is preparing for AI’s role in shopping
Backroom inventory test could accelerate higher-margin ecommerce mix shift.
Banks are down but not out.
It's a double warning for banks running old business banking systems.
Meta simplifies SMB ad tech: AI upgrades to Pixel and one-click Conversions API cut setup work and lower entry barriers.
In today’s podcast episode, we discuss whether AI slop is becoming a problem on YouTube, the ways AI is helping—and hindering—brand safety efforts for advertisers, and what marketers can do about AI’s influence on how their ads appear. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Jacob Bourne and Principal Analyst Bill Fisher. Listen anywhere, or watch on YouTube or Spotify.