The next wave of commerce media growth will come from verticals in which first-party data, digital touchpoints, and consumer engagement converge—even as executional risks threaten to slow progress.

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.

There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

B2B ecommerce growth is outpacing B2B product and electronic sales growth. And ecommerce site sales are taking an increasing share of the market. Macroeconomic conditions, buyers’ preferences, and AI use are fueling increased digital transactions, particularly through third-party marketplaces.

GenAI could help marketers more easily generate creative, bringing a host of benefits and cost savings. To fully take advantage of the technology, advertisers should understand the key use cases of genAI for creative—and their potential downsides.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth—but at a slow rate. Buyers’ preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

Is AI already replacing ad agency jobs? A new report suggests 33,000 jobs will be replaced by 2030, but there are signs that it’s already happening.

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

Podcast listening keeps making gains, and the medium is becoming a bigger part of marketers’ audio strategies.

With increased market competition, brands only get one chance to get the buying experience “right.” In fact, 89% of marketers find scaling AI-fueled conversation intelligence imperative to stay competitive.

For years, delivering strong customer experience (CX) has been critical to an organization’s success—yet it’s still difficult to deliver on. Here’s how marketers need to think about CX success in 2021.

During a year where investments in most advertising channels shrunk or stalled, connected TV ad spending is poised to keep growing.

Consumers are spending more and more time on their smartphones—which has quickly turned mobile into one of the most important channels for marketers. But, according to a new research, less than half of marketers are confident in their ability to measure granular mobile ad metrics.