GenAI search is gaining traction, but not all consumers are seeking out the conversational experiences that will eventually disrupt the search ad market.

On this special edition podcast, we examine practical ways to track commerce media ROI—covering KPI selection, attribution, and cross channel measurement. EMARKETER Principal Analyst, Sky Canaves talks with Maev’s Michael Campi, PepsiCo’s Mike Glaser, and LiveRamp’s Christine Grammier in this panel from the May 9th EMARKETER virtual summit, Commerce Media Trends 2025. Listen everywhere you find podcasts, or watch on YouTube and Spotify.

In this report, CMOs share how they’re transforming influencer strategies to deliver business impact—and what solution providers can do to help.

“As retail media has grown, the landscape has become increasingly complex and fragmented, said EMARKETER principal analyst Sky Canaves during last week’s EMARKETER's summit on Commerce Media Trends 2025. “Comparisons are hard when standards vary across channels and platforms.”

Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

WPP acquires InfoSum for AI-driven, privacy-first data tools: The move enhances WPP Open with secure clean room tech as marketers shift from ID to AI.

Spotify boosts global ad tools: New programmatic, targeting, and AI creative features position Spotify as a full-funnel solution for global marketers.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

Data fuels marketing, but it’s tough to track and even harder to make sense of. Businesses juggle measuring customer behavior, respecting privacy, and personalizing experiences—all while marketers try to prove their campaigns are worth the investment. Analytics and attribution tools help by showing what’s working, where to focus, and how to improve.

Google made its marketing mix model (MMM), Meridian, available to the public last week and launched a program of over 20 trained and certified measurement partners to help marketers use the tool.

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

PayPal Ads offers unique ad targeting via transaction data: Access to PayPal’s 400 million users aims to transform digital advertising for small and medium-sized businesses.

We spoke with four CMOs on their approaches to data management, communication, and fostering a culture of innovation to maximize marketing effectiveness.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to EMARKETER’s forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

AI-driven personalization is one of the top trends US digital retailers believe will impact their business this year. It’s tied with an increased focus on omnichannel tools like SMS, according to December 2023 data from Bolt.

Connected TV (CTV) advertising has evolved from a brand-new way to reach consumers into one of the fastest growing ad channels, but it hasn’t been without growing pains. Learn what CTV features marketers expect will improve in the next one to three years, according to new research from MNTN.

Now that Google has reaffirmed it will deprecate third-party cookies for all users in the third quarter of 2024, it’s clear that marketers need to get their post-cookie plans in place, including how and where identity solutions fit. But there are a few things to keep in mind while exploring identity resolution.

US buyers’ most valuable metric when assessing campaign performance on retail media networks isn’t return on ad spend (ROAS) or ROI. It’s incrementality, according to May 2022 data from Criteo.

Here’s how ad buyers ranked the retail media networks of 14 leading CPG-focused retailers—including Ahold Delhaize, Albertsons, Amazon, Costco Wholesale, CVS, Instacart, Kroger, Target, and Walmart—according to the attributes they value most.

A lack of standardization across platforms was cited as US marketers’ No. 1 challenge with retail media networks (RMNs) as of last summer, according to the Association of National Advertisers.