On this episode, we examine the challenges and best practices for measuring impact of commerce media advertising. We discuss discuss moving beyond platform-reported metrics, incrementality testing frameworks, clean room strategies, cross-network measurement and building internal capabilities. Arielle Feger, EMARKETER’s Senior Analyst, Media Content hosts Jack Kneuper, Senior Digital Performance Marketing Manager at Perdue Farms and Matt Barresi, President of Digital Commerce and Capabilities at Kimberly-Clark.

On this episode, we explore how leading brands are implementing successful offsite strategies. Focuses include data partnerships and clean rooms, audience targeting off-platform, measuring offsite incrementality, and balancing scale with signal quality. EMARKETER Senior Analyst, Minda Smiley hosts Jason O’Toole, Head of Connected Commerce & Media at Gildan and Ryan Verklin, Paid Media & Retail Media Senior Lead at Bayer.

This FAQ covers what AI creative optimization is, which tools are available, how consumers react, and how marketing teams should reorganize for the shift.

This FAQ covers how incrementality testing works, where it fits alongside attribution and marketing mix modeling, and how marketers can build effective testing programs in 2026.

In this episode, we discuss digital screens and audio, connecting in-store exposure to purchase, attribution challenges, retailer infrastructure investments, and shopper experience considerations. EMARKETER Vice President & Principal Analyst, Sarah Marzano hosts Gabi Viljoen, Vice President & Head of eCommerce at Nestlé Health Science and Austin Leonard, Vice President and General Manager of DG Media Network.

A leaked Amazon deck positions its Rufus AI shopping assistant as a high-intent retail media channel with CPC pricing on the horizon.

Offsite media retail represents a growing opportunity for advertisers and retail media networks (RMNs), as outlined in a session during EMARKETER's Commerce Media Trends Summit last week.

In today's podcast episode, EMARKETER Vice President & Principal Analyst, Sarah Marzano, examines what's holding in-store back, what it will take to overcome these constraints, and where the most meaningful opportunities lie as retailers work to scale the next stage of retail media.

Though both commerce media spend and measurement capabilities are growing rapidly, the gap between investment and the ability to accurately measure performance continues to widen.

While digital in-store retail media remains a small fraction of total retail media spend, the real challenge is integrating digital formats into physical stores thoughtfully to create a cohesive customer experience rather than a fragmented one.

Retailers have prioritized convenience while underestimating in-store behavior, said Placer.ai CMO Ethan Chernofsky at EMARKETER’s Commerce Media Summit.

Physical stores represent retail media's largest untapped growth opportunity, but the industry's ecommerce-first infrastructure is preventing that potential from being realized. "Retail media in the US was never built for physical stores," said our analyst Sarah Marzano at EMARKETER's Commerce Media Trends Summit. "The system we built was designed around ecommerce native signals, ecommerce native formats, and ecommerce native measurement."