In today’s podcast episode, we discuss what YouTube has evolved into, how it’s transforming TV ad buying, and how YouTube TV is shaping digital pay TV. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes and Principal Forecasting Writer Ethan Cramer Flood. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
The world's top companies rely on EMARKETER for today's industry news and data validation to make big picture strategy decisions.
Become a ClientElevate28 is showing early results, but data gaps and profitability concerns could hinder the recovery.
Commerce media is entering a new phase, one defined less by rapid expansion and more by operational maturity, EMARKETER analysts and industry leaders say. Commerce media ad spending will reach $83.71 billion in the US this year, accounting for 20.5% of all digital ad spending, according to EMARKETER's June 2026 forecast. As the channel becomes a core part of marketers' media strategies, the conversation is shifting from whether to invest to how to make those investments deliver measurable business results. In a new EMARKETER guide titled "Commerce media outlook: What industry leaders see ahead," our analysts and industry leaders give their thoughts about the capabilities brands should prioritize today, the consumer behaviors that will shape tomorrow, and what it will take to succeed as commerce media becomes a permanent pillar of the media mix. Matt Barresi, president of digital commerce and capabilities at Kimberly-Clark told us why he values governance before scale and the implications of strong measurement.
The most common response to an out-of-stock is buying a similar product from a different brand in-store (36%), just ahead of staying with the same brand (33%), according to an April survey from Profitero.
Digital experiences are becoming more than a way to engage customers. Retailers are finding that loyalty programs and mobile apps can also improve store productivity and help physical businesses scale more efficiently.
Chains that balance affordability, novelty, and convenience are gaining with Gen Z.
A FTC suit could force Amazon to reveal more about how its search auctions work.
Resale is attracting shoppers across ages and incomes, giving brands new ways to capture demand beyond full-price sales.
Offensive materials cleared internal checks, showing brands need diverse perspectives empowered to halt risky work.