Next week, Advertising Week New York will be buzzing with brand leaders, agency executives, tech experts, and creators, all offering perspectives from the front lines on how the media playbook is changing and how making personal connections with customers is still possible amidst all the noise. This fall marketers are bracing for big changes brought on by AI transformation, social media, and the maturing creator landscape. AI discoverability is on everybody’s radar, building on presentations this month at EMARKETER’s Future of Digital summit.

Brands and retailers both drive revenue by serving and engaging customers, yet separate teams within each organization serve different functions and reach customers through different channels. Commerce media experts who spoke at a recent conversation hosted by Mars United Commerce described ways to bring these competing interests closer. Commerce media combines two traditionally separate areas: the channels brands use to communicate with customers, and the touchpoints and data retailers use to engage shoppers and drive purchases. When brands align internally around commerce media strategies, they bring these teams together and move the organization closer to shared revenue goals.

Coinbase handles crypto access while Citi keeps fiat conversion, compliance, and settlement in the banking system.

Weak sales and profits are driving the retailer into new categories and higher-priced products as its original model loses viability.

The airline is building a media network that could turn loyalty data and in-flight reach into ad revenues.

The retailer gained $2.5 billion in CPG spending as cheaper gas and bulk savings drew more households and traffic.

McDonald’s wants $1 billion from advertising: Its entry into the market means more opportunities to reach lower-income consumers.