52% of US retailers say shipping costs will sway holiday shoppers' online purchases, more than say product price (42%) or discounts (42%), according to a May survey from Narvar and eTail Insights.
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. Erica Culley, senior director of shopper marketing at Chobani, told us about their focus on incrementality and what it takes to use data in order to deliver media that's genuinely useful.
Chains that pair compelling experiences with strong value are better positioned as diners become more selective.
Amazon, Target, and Toys R Us are using different channels to shape what kids want this holiday season.
The retailer is closing three locations while continuing to expand, refining where smaller stores make economic sense.
Branded Conversations can guide shoppers, though advertiser influence risks eroding trust.
At AWNY, Amex talks about how it won over women music superfans with exclusive artist access.
SoFi is closing the gap with incumbents as connected financial guidance takes priority.
In today’s podcast episode, we discuss how the use of AI in healthcare has evolved in recent years, which part of the patient care journey AI is impacting the most, and the role of doctors in an AI-driven world. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analysts Rajiv Leventhal and Beth Snyder Bulik. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
AI prescribing models rolling out in Utah may make care more accessible—or show that AI medicine needs firmer limits.
Its discovery model lets SMBs reach nearby consumers without relying on search or large followings.
AI may be capable of extraordinary things, but for marketers, its biggest opportunity right now is decidedly less exciting. “You've heard a lot of great things about AI so far today, but I wanted to share a secret with you, which is that actually AI is pretty boring,” said our analyst Nate Elliott at EMARKETER’s Future of Digital summit. “And I want to be clear: Not only do I not think that boring is a bad thing, I think that boring may well be AI's superpower.” Rather than waiting for AI to reinvent advertising, marketers may find more immediate value by applying it to the repetitive, data-heavy work they already do.
New formats, better measurement, and brand safeguards help, but marketers should keep budgets experimental.
Deeper insights make spending easier to defend, while privacy-safe context data helps brands assess placements.
To mark The New York Times' 175th birthday last month, New York Times Advertising (NYTA) launched a campaign showcasing nine historic advertisements from long-standing brand partners. NYTA's campaign centered on a nine-page print spread on September 18 and a digital experience. "It's this evolution of storytelling that came about within advertising," said Tusar Barik, senior vice president of marketing at NYTA. "[The campaign] felt like a really great opportunity to do that and work with these partners that we've worked with for decades, if not centuries."
Brands already face pressure to react quickly to shopping behaviors, platform algorithms and trends. But it stood out at ShopTalk that reflexively responding to every signal can distance consumers from a brand.
In August 2026, we analyzed 6,560 ChatGPT recommendations across 28 B2B agency and marketing technology categories to compile the AI Visibility Index.
Nearly half (49%) of Gen Z and millennial pet owners have designed, or considered designing, a specific part of their home for their pet, according to an April survey from The Harris Poll.
In today’s podcast episode, we discuss how our relationship with screens is changing, how the emergence of consumer-facing AI is influencing the way we spend and divide our attention, and how retailers and brands are designing experiences that people remember rather than simply photograph. Join Senior Director of Podcasts and host Marcus Johnson, along with Vice President of Content Suzy Davidkhanian, Senior Vice President and Head of Marketing at Atmosphere TV Lindsay Sutton, and Chancellor’s Professor Emerita of Informatics at the University of California, Irvine, Gloria Mark. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
In Q3 2026, we analyzed 14,540 ChatGPT recommendations across 20 apparel and fashion categories to compile the AI Visibility Index.