Commerce media has spent years expanding beyond retailers’ owned and operated properties. But getting inventory onto social platforms, connected TV (CTV), and the open web doesn’t create demand on its own. Advertisers need a reason to use it. That’s particularly true on social, where just $1.3 billion will flow from retail media networks (RMNs) this year, representing less than 2% of retail media ad spending, according to EMARKETER’s forecast. “As we've watched the market evolve, it's become pretty clear that building more inventory and more supply doesn't automatically guarantee advertiser demand, especially in channels where brands have established buying partners and workflows,” said EMARKETER principal analyst Sarah Marzano, in a talk at Advertising Week New York on Monday. For Instacart, the opportunity is to make advertisers’ existing media buys more effective rather than force them into another buying platform. Its partnership with Pinterest offers a test case for that strategy, combining Instacart’s purchase data with a platform built around product discovery.

AI can produce ad creative at scale, but it struggles to deliver the originality brands need to stand out. Marketers need to draw a sharper line between the work AI should handle and where human creativity matters most.

Smart glasses are drawing big bets from certain social platforms, but privacy concerns and limited consumer demand threaten wider adoption. For marketers, the near-term opportunity lies in adapting existing strategies rather than chasing new ad formats.

YouTube is converging social media, streaming TV, digital audio, and product discovery in one platform. But how audiences use it depends on who is watching.​

Social media still sets Gen Z’s product discovery apart from that of non-Gen Z shoppers. But when it comes time to buy, Gen Zers are just as likely to turn to shopping websites and apps as physical stores.

Retail media networks (RMNs) have built out social and creator offerings, but advertisers have not widely adopted them. To attract spend, RMNs must prove that their offer of better targeting and measurement outweighs the added cost and complexity.

Millennials are entering their peak earning years with deep digital fluency, but adulthood is changing their habits. AI is becoming a practical tool, digital fatigue is reshaping social media use, and family life is influencing media and shopping.

This benchmark covers how ad buyers can calibrate their social media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

Where Americans spend their time and where advertisers spend their money have come apart, and social media is the widest gap. Social platforms, particularly Meta, capture a disproportionate share of the nearly $500 billion US advertising market. "Over the last 12 months, we've seen a flurry of [media advertising] activity from outside the retail sector," said our analyst Ethan Cramer-Flood on a recent episode of "Behind the Numbers."

Thailand's digital market continues to evolve as ad investment grows, AI adoption accelerates, ecommerce expands, and consumers embrace digital-first shopping and media habits.

Housing data helps brands reach high-intent consumers early in project planning and discovery.

70% of US social buyers have made a purchase on TikTok in the past 12 months, more than on any other social platform, according to an April survey from Bazaarvoice and EMARKETER.

Spending on social remains very strong, thanks largely to automation tools. And with social video continuing to pull in ad dollars, the platforms make a push for live video.

AI is transforming Latin America's digital economy, changing how consumers discover products, make purchases, and engage with businesses. Companies that adapt their commerce and customer experience strategies will be better positioned to compete.

Pinterest urges holiday advertisers to start soon: Brands that wait risk missing shoppers who research and buy well before Black Friday.

Pinterest turns AI into ad gains: The company’s improving ad tools and commerce capabilities give marketers more reasons to include Pinterest in media plans.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.

Retail media networks (RMNs) are moving beyond traditional return on ad spend metrics to prove business impact through closed-loop attribution that connects media exposure to actual purchases, both online and in-store.

Commerce media is becoming less about individual channels and more about creating connected customer experiences. Brands are increasingly combining offsite and onsite media to build awareness, drive consideration, and convert shoppers.

As social networks lean into the roles they play in the ecommerce journey, they are flooding their pipes with commerce content they hope will help them in the emerging agentic era.