Retail media will reach $60.81 billion in 2025—adding more new dollars than Meta and Alphabet combined—and brands now rank incrementality as a top KPI. In this interview, Tinuiti’s Elizabeth Marsten lays out how to prove incremental sales, pick smarter tools, and keep measurement future-ready.

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.

85% of US brand and agency decision-makers consider Nielsen alternatives to be more or just as effective than the legacy currency provider, per a July 2024 Advertiser Perceptions study.

While third-party cookies are here to stay—for now—marketers can’t afford to be complacent about measurement. With privacy regulations mounting and most consumers blocking cookies, measuring digital ad performance remains a complex and challenging task.

On today’s special edition podcast, EMARKETER analysts Sarah Marzano and Max Willens explore how commerce media is reshaping advertising—covering platform innovation, measurement, and its overlap with CTV and social—before a fireside chat with Chase Media Solutions’ Lauren Griewski. Recorded live at the EMARKETER Commerce Media Trends 2025 virtual summit on May 9th. Listen wherever you find podcasts, or watch on YouTube and Spotify.

Measurement should do more than recap results—it should help guide your next move. By aligning metrics with true campaign goals, marketers can turn insights into smarter decisions and create space for long-term growth.

“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.”

With US commerce media ad spending projected to reach nearly $70 billion in 2025, understanding how to effectively operate in this space has become critical for marketers.

Attention measurement is maturing: The hotly sought-after metric is getting industry standards thanks to the IAB and MRC.

As tariffs put pressure on retail media budgets, advertisers are, in turn, pressuring retail media networks (RMNs) for more sophisticated measurement tools that provide them with richer data across the entire funnel.

VideoAmp focuses on outcomes as CTV spend thrives: An exclusive EMARKETER interview demonstrates how the measurement challenger is elevating big data.

With TikTok in limbo, Neptune is pitching itself as a mental-health-conscious, creator-first alternative, but it’ll need more than good vibes to scale

VideoAmp gains on Nielsen, partners with Televisa: The company’s Upfront event highlighted the major changes across the measurement landscape.

AI is reshaping media campaigns—but most companies haven’t fully integrated it yet, according to the State of Data 2025 report from the Interactive Advertising Bureau (IAB). While publishers are leading, agencies and brands are catching up, with many expecting full deployment within the next few years. However, challenges like complexity and data security are prompting the need for clearer strategies, use case definitions, and performance metrics.

As customers grab the same grocery staples they have for decades, Walmart is betting that gamifying the experience will challenge those habits. The retailer plans to launch Walmart Unlimited, a three-part miniseries that features the entrepreneurs behind its products. Launched last month on Spatial, the game includes full commerce integration that enables in-app purchases.

Retail media resilience: Brands continue investing in this ad channel, but rising expectations put pressure on their retail partners.

It’s been about a month since Google made its marketing mix model (MMM) tool, Meridian, available to the public, igniting a debate about whether open-source MMM is the way to go or if marketers should stick to vendor’s proprietary tools. Of course, the answer isn’t that simple. The effectiveness of these tools can depend on organization size and resources, customization needs, and cost. Here’s a breakdown of the pros and cons of each to help make the process a bit easier.

36% of UK and US content and creative professionals cite inconsistent metrics across platforms and limited resources as the biggest hurdles in measuring digital content performance and ROI, according to October 2024 data from Canto and Ascend2.