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. Sarah Marzano, a vice president and principal analyst at EMARKETER covering retail and commerce media, told us about the biggest misconceptions of the channel and where marketers are most confident in it.
Their broad reach makes authentic partnerships and product-focused content vital for brands.
In-store experiences and ChatGPT shopping aim to meet customers wherever they choose to browse and buy.
Foot traffic and dwell time in malls is growing as malls evolve their tenant mix.
Better mobile experiences can curb switching, but rewards, credit limits, and bonuses still matter.
Slower sales and discount pressure could test how long shoppers will pay up.
Higher production and transportation costs are forcing brands to weigh price increases against protecting share.
Brands can test one-on-one engagement, but access to valuable intent data remains unclear.
Health wearables have moved past step counting. They now offer personalized coaching, advanced health monitoring, and 24/7 conversational support. The technology is advancing faster than the answers to the questions it raises: whether the data is reliable, who can afford the devices, and whether doctors want the information at all. Modern devices now track complex health metrics including electrocardiograms to detect irregular heart rhythms, blood oxygen levels, skin temperature, heart rate variability, and stress levels. That is far beyond the basic step counting of earlier generations. "Wearables, of course, have been around for a while, but they're really having a moment this year," said our analyst Rajiv Leventhal on a recent episode of "Behind the Numbers."
The rebrand from Novo Nordisk to Novo supports its culture reset, but its pipeline and commercial progress matter far more.
In today’s podcast episode, we discuss why travel brands are missing from trip-planning responses, what AI answers are most likely to include, and what brands can do about it. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Gadjo Sevilla and Vice President of Global Brand Partnerships at Verve Anna Slater. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Direct payments could help publishers price their work while letting Google retain control over how it is valued.
Brands should pair detailed creator content with customer reviews to improve how AI crafts product recommendations.
Mid-tier creators are turning to podcasts to get on advertisers' radar as more brands test digital audio. They lack the reach of podcasting's biggest stars, like Joe Rogan and Alex Cooper's "Call Her Daddy" show. What they have instead is a passionate audience, and that is what connects them to sponsors. US podcast creator revenue “At the end of the day, advertisers are looking for one thing, it’s engagement numbers,” said Brian Conlon, president of DAX US. “Whether it’s social media, or video views, or downloads for a podcast, they want to know how each [channel performs].”
Stronger attention and effectiveness support comparing OLV and linear on quality, not channel type.
46% of US likely EV buyers say reduced fuel costs motivate their purchase, compared with 35% who point to environmental impact, according to an April survey from MRI-Simmons.
Agents can connect strategy and execution as marketers target smaller patient and healthcare provider populations.
In today’s podcast episode, we discuss how brands can participate on Reddit without feeling like an ad crashed the party, what makes the platform so unique compared with its social media counterparts, and whether there’s more reason to be optimistic or pessimistic about Reddit’s future ad revenue growth. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Minda Smiley and Principal Analyst Max Willens. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Working with Looma, the retailer is using digital screens to support shopping rather than interrupt it.
Shop the Scene links viewing and buying, adding organic commerce value to product placements.