OpenAI experiments with feed ads: Beta tool converts retail catalogs into ChatGPT ads, linking spend to intent-driven chats.

OpenAI widens ad footprint: International rollout aims to lure in advertisers, using scale to offset weak CTRs and steep revenue goals.

OpenAI opens data to marketers: New policy allows limited ID sharing and purchase data to power ChatGPT ads.

Retail media is concentrating as a scaled second tier takes shape and the long tail slips further behind. Growth will persist, but the hierarchy is sharpening, raising the stakes for how networks compete and where advertisers place bets.

Roku turns CTV into checkout: Its new platform ties 100 million homes to retailer sales data, letting brands buy, measure, and transact in one closed loop.

OpenAI courts DSPs for ChatGPT ads: A leaked StackAdapt deck shows high CPM pilots as OpenAI leans on adtech partners to prove value.

OpenAI's new ads manager and a $50K buy-in aim to turn ChatGPT into a self-serve media buy.

Criteo bets on ChatGPT commerce in a pitch deck as its new ad pilot promises fast setup and measurable AI traffic.

OpenAI is adding Criteo to its US ad pilot, seeking credibility and demand despite steep CPMs and thin proof.

UK ecommerce is entering a steady, mature phase—but there are still opportunities for growth.

Retail media strategies are diverging; Macy’s and Iceland show how retailers are choosing between faster scale through partners and deeper control through bespoke in-store systems.

Marketers across categories are calling for simpler, more intuitive advertising systems after years of growing fragmentation and technical overload. In interviews with EMARKETER, leaders from Criteo, LiveRamp, Reddit, Vistar Media, StackAdapt, and DoorDash all described a shift toward platforms that reduce effort, unify workflows, and provide clearer decision making. Buyers want fewer interfaces, standardized KPIs, easier activation, and more transparent insight into where ads run. The message is consistent: performance pressure amplifies the value of operational clarity. As the industry moves into 2026, platforms that eliminate friction—rather than add features—will gain share, while marketers who choose simplicity will gain speed and efficiency.

Retailers experimenting with agentic AI are doing so with commercial urgency, not curiosity. In an EMARKETER interview, Criteo’s Michael Greene said retailers now see onsite AI as “mission critical” for owning the shopping journey—especially as consumers increasingly use chat-based tools for early discovery. Generic LLMs lack real retail signals like inventory, regional availability, and nuanced category expertise, making proprietary data the retailer’s strongest edge. With Gen Z already leaning heavily on AI for purchase research, retailers must build systems that deliver more relevant, trustworthy guidance than general chat interfaces. The mandate is clear: build AI that improves baskets, conversion, and shopper retention.

The EU’s regulatory environment will hinder investment in AI-generated ads and agentic commerce in 2026. But TikTok Shop’s expansion will be a catalyst for live commerce.

AI, stricter safety rules, and new ad restrictions are reshaping the UK digital landscape as local sellers gain leverage, platforms face new friction, and advertisers adapt to a fast-changing regulatory environment.

Google and commerce media company Criteo announced an onsite retail media integration on Tuesday, marking the first of its kind for Google and opening opportunities for brands across digital commerce. Criteo and Google’s integration provides clear direction for advertisers struggling to capitalize on retail media’s potential, offering a seamless ecosystem that will connect brands with customers likely to take action.

The news: Meta is moving forward with its ad automation ambitions by introducing new options to consolidate ad targeting, per a company announcement. Meta’s Ads Manager page noted that “some detailed targeting options have been combined,” and that ads using now-unavailable options no longer deliver starting in January. Our take: Automated AI campaigns are the path forward as long as giants like Meta continue pushing for automation and away from manual—necessitating advertisers take key steps to adapt. Campaign goals must be reframed for an AI-first environment.

Criteo is modernizing retail media by launching a global auction-based ad platform and integrating with Mirakl to enable self-serve advertising for over 100,000 third-party sellers. This dual move addresses two persistent challenges: outdated fixed-price ad systems used by most retailers, and untapped ad spend from marketplace sellers. The auction system gives advertisers more control and performance insights, while Mirakl opens up a scalable, automated path for small sellers. Criteo also brings standardized attribution and reporting across retail partners—fixing transparency gaps. These changes position Criteo as a full-spectrum solution for brands, retailers, and sellers looking to compete in a fast-evolving market.

Retail media search ad spending propelled retail media ad spending to its current size. Now, more retail media networks are closing in on search feature parity, and advertisers are looking for ways to approach the critical channel.