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.

Q. Commerce media has quickly become a strategic priority for many brands. What's the biggest organizational shift companies still need to make to get the full value from it?

A: Companies need to stop treating it as a siloed function or a standalone tactic and start viewing it as an integrated part of the total growth equation.

For me, the biggest organizational shift is moving toward a more holistic operating model, one that connects demand creation, analytics, sales, ecommerce, and retail media planning around shared business outcomes. Winning organizations will be those that can harmonize national and retail media plans, align teams around the total digital business, and optimize for enterprise impact rather than the priorities of any single function.

Q. AI promises to make commerce media more efficient and personalized, but it also

raises new questions around governance and trust. What principles should brands follow as they incorporate AI into their commerce media strategies?

A: For me, the first principle is governance before scale. Brands need clear guardrails for where and how AI can be used, including how it shows up in creative development and decision-making. That helps teams move quickly while still operating responsibly.

The second principle is intentionality. We should focus AI on places where it can create net-new value, not use it simply for the sake of using it. Rapid test-and-learns are a good example, because AI can accelerate insights and improve the speed of decision-making.

And finally, humans still need to remain accountable for key business decisions and overall oversight.

Q. As the commerce media ecosystem becomes more complex with more retailers, more platforms, and more data, how should brands decide where to invest their time and resources?

A: The key is focus. Brands can’t win everywhere, and trying to win everywhere usually means you win nowhere. The best place to start is understanding where your shopper is discovering, researching, and purchasing your products, and then showing up in the places that matter most across that journey.

That will not always be the same retailer, platform, or touchpoint at every stage. Brands should concentrate their time and resources where the desired business impact is measurable, especially with retailers and platforms that provide strong data transparency. Test-and-learn activity is important, particularly in emerging channels or new tactics.

Q. If you were advising a brand that’s just beginning to scale its commerce media efforts, what’s the first capability or mindset you’d encourage it to invest in?

A: Strong measurement turns commerce media from an expense into a strategic growth driver. It helps teams understand what worked, what did not, and most importantly, why. That gives brands a clearer reason for investing in a specific area and a stronger understanding of how that investment should contribute to broader objectives.

Q. Looking ahead three to five years, what do you think will distinguish the brands that lead in commerce media from those that simply keep up?

A: Leaders will be able to bring the right subject-matter experts together to create a seamless shopping experience across channels; one that drives quality traffic and converts. They will also have more advanced measurement capabilities, meaning they will not only have access to data, but will be able to act on it at scale.

This was originally featured in the Commerce Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.