Retail returns have quietly become one of the most expensive, complex, and customer-sensitive parts of commerce.

As commerce media ad spend shifts, clear gaps emerge in buyer maturity and execution. From setup friction to system-level optimization, spend levels signal today’s constraints and what it takes to unlock scalable growth.

US B2B ecommerce continues to expand as it becomes a default buying channel. But slower growth, operational gaps, and marketplace momentum are reshaping where value is created and how sellers compete.

This FAQ examines the current state of drone delivery, why scaling has proven difficult, and what retail strategists should consider before making investment decisions.

Pinterest shifts to yield; its leadership change reinforces focus on performance, commerce, and higher ARPU.

Ad agencies face AI disruption, consolidation, in-housing, and economic pressure. Legacy models are cracking as clients automate more work, forcing agencies to rethink their business strategies—or risk falling behind.

Spotify outlines how AI, automation, and immersive experiences will reshape how brands connect with consumers in 2026.

Agentic AI is expanding across ad platforms; CES reveals acceleration in autonomous planning and optimization, even as many marketers hesitate to trust full automation.

AI will reshape premium video buying—and NBCUniversal’s proof-of-concept shows agentic systems can unify planning and optimization across linear and streaming in seconds.

Our analysts (or “bakers”) will compete in a Great British Bake Off–style episode, discussing how new standards will unlock agentic ad buying and selling, and how (and why) YouTube will benefit most from the surge in video podcasts. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes and Principal Analyst Yory Wurmser. Listen everywhere, and watch on YouTube and Spotify.

Email’s reliability is no longer enough to offset rising consumer expectations. AI accelerates production and enhances relevance, while engagement, trust, and tougher inbox rules push marketers to rethink how they will use the channel in 2026.

Amazon is recalibrating its relationship with the agencies and adtech firms that helped build its retail-media dominance. While Amazon insists agencies remain central, many intermediaries say rising data costs and tool duplication echo earlier platform playbooks from Google and Meta—centralize strengths, limit external dependencies, and scale in-house automation. The result is a more controlled, AI-driven ecosystem that may reduce tooling diversity while boosting Amazon’s own ad stack. For marketers, the challenge will be balancing Amazon’s convenience and scale with the flexibility, transparency, and customization offered by independent partners.

On today’s EMARKETER Miniseries—AI-Driven Media Management—we explore how to break down the media manager role into workflows that can be automated or augmented by agentic AI, what agencies misunderstand about AI, and which agency tasks are ripest to hand off to AI right now. EMARKETER Senior Director of Content Jeremy Goldman speaks with Adam Epstein, co-founder and CEO of Gigi. Listen everywhere you find podcasts, and watch on YouTube and Spotify.

While commerce media networks expand, retailers can take advantage of the efficiencies and measurement capabilities that they can provide.Retail media networks alone are expected to claim one-fifth of US digital ad spending by 2029, according to EMARKETER’s September forecast.

Meta’s global ad marketplace is splitting into two distinct cost curves. According to new Emplifi data, retail CPCs nearly doubled from $0.16 to $0.32 over the past year, while ecommerce CPCs fell from $0.23 to $0.19 as Meta’s AI optimization drove sharper efficiencies. The overall median CPC declined from $0.19 to $0.15, indicating advertisers aren’t cutting spend—they’re reallocating as automation improves returns. Retail’s mixed online–offline goals make optimization harder, while ecommerce benefits from clearer conversion signals. With Q4 competition intensifying and holiday ecommerce projected to grow 7%, marketers should expect sharper CPC swings and plan for agile bidding, creative iteration, and real-time budget shifts.

A new study shows that while commerce media enthusiasm is high, actual readiness is far lower. Nearly half of respondents believe they are operationalized, yet only 13% qualify as advanced across leadership, technology, and measurement. Most fall into nascent or emerging categories, limited by siloed workflows, manual creative processes, and fragmented data systems that prevent closed-loop attribution. Advertisers seeking accountable, performance-driven programs may be surprised by how few networks can truly support scaled, automated operations. The findings highlight a widening gap between ambition and capability—and the need for unified data, automation, and clearer measurement.

Google is innovating its AI image generation capabilities for advertisers with the release of “Nano Banana Pro.” The tool enables advanced creative capabilities for ads, enhancing brands’ ability to generate and edit images using AI in Google Ads. AI is set to deliver increasing value to advertisers as creative capabilities evolve and consumers generally grow more comfortable with its role in marketing.

CMOs are confronting AI fatigue by refocusing on human creativity and trust. As automation accelerates, leaders are rebalancing efficiency with authenticity to restore credibility and performance.

WPP is reportedly eyeing a merger with holding company Havas and private equity firms KKR and Apollo, per the Times. A merged WPP and Havas would provide more value to advertisers by giving access to a broader mix of services.

Spotify’s Q3 2025 results show a company redefining success around efficiency and engagement rather than scale. Revenue rose to $4.62 billion, with 713 million monthly active users and 281 million premium subscribers, up 12% YoY. Gross margin reached 31.6% as AI integration, subscription pricing, and product diversification drove profitability. The company’s upcoming leadership transition—Daniel Ek to executive chairman, Gustav Söderström and Alex Norström to co-CEOs—signals continuity through maturity. While ad sales grew just 7%, Spotify’s dominance in user time and audio engagement positions it as the anchor of digital audio. The next chapter: sustainable margins, smarter growth, and steady leadership.