The lack of a standard definition for agentic commerce reveals a fundamental split in how the industry is preparing for AI’s role in shopping

This FAQ examines how email marketing is evolving in 2026, what challenges marketers face, and why the channel remains essential for brands that want direct access to their audiences.

Growing consumer adoption of AI tools is positioning AI platforms as an alternative shopping channel—but most AI-driven transactions are still completed on retailer websites.

Agencies are increasingly acting as commerce media guides, helping brands move past outdated structures, sort through measurement standards, and bring AI into their planning. While commerce media networks (CMNs) have expanded to capture more than just retail media dollars, the silos between brand, retail, and sales teams make integration a challenge.

In 2026, AI will reshape advertiser workflows and behaviors, while rising video consumption will boost CTV and YouTube.

For social platforms, AI hype is colliding with user fatigue and rising regulations. In the US, they face stalled engagement and tougher rules as people demand more control and more human experiences.

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.

Automation, new commerce models, and a fresh generation of consumers are transforming the rules of connection and creativity. Explore the 11 trends shaping the digital future.

The news: Google is launching Offerwall, a new Ad Manager tool that lets users unlock publisher content through ads, surveys, or payments—part of a broader effort to mend relationships with publishers facing traffic loss from AI Overviews and eroding ad share. Publishers say Google pays less than rivals like PubMatic and Magnite, and AI-driven zero-click searches have dropped site traffic significantly. Our take: With a DOJ remedies trial looming and ChatGPT traffic rising fast, Google’s publisher outreach isn’t just damage control—it’s existential. If AI is to remain useful and ethical, supporting the content it’s trained on is a must.

By buying The Search Monitor, Similarweb adds compliance firepower, but integration hurdles and pricing shifts may test smaller clients

GenAI is taking the search market by storm, but market dynamics will stay largely the same this year.

Until Google rolls out generative search to all users, most consumers won’t adopt the technology. That means AI isn’t driving search ad spending—yet.

The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.

Meta's strategy to bolster Threads: Given Threads' declining user base, Instagram's promotional push could be a double-edged sword in the engagement game.

Threads engagement unspools: Despite a promising start, Meta's new app faces a dip, potentially dimming ad potential.

Search is positioned to be generative AI’s first major consumer-facing playground. This is unexplored territory, and advertisers are bracing for big changes.

Find out the key steps of competitive analysis, including growth opportunities, how to analyze your rivals, and why this approach can win you more business

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Similarweb’s Chloe Nicholls, product marketing manager, and Walgreens Boots Alliance (WBA)’s Robbie Shepherd, insights development and capability manager. They shared how trendspotting via digital analytics can help you understand your customers better, and discover growth opportunities.