Affordable products, smart acquisitions, and broad distribution drove 51% growth in fiscal Q2 2027.

Instagram’s ad revenues are surging, fueled by Reels and creator marketing. But slowing engagement growth, uncertain adoption among younger users, and resistance to AI features raise questions about how long that momentum will last.

Its first Super Brand Day combines major IP, creators, and brand partners as social plays a larger role in gift discovery.

Its first nationwide campaign aims to reach a broader audience as TikTok intensifies competition for livestream shoppers

The latest data reveals where US digital markets are headed as ad spending concentrates in a few platforms, genAI search and AI-driven commerce move into the mainstream, and CTV takes over TV budgets.

AI is reshaping how consumers in Europe discover, compare, and choose products, creating new opportunities and challenges for retailers and brands.

Marketers, creators, and brands descended on midtown Manhattan this week for Advertising Week New York (AWNY), and the conversations kept circling back to three themes: fandom, trust, and street activations. Brands came to make news: TikTok announced new tools to expand the reach of TikTok Shop, Meta launched an upgrade for its Ads Manager business assistant, and Olyzon rolled out an agentic orchestration platform. But beyond the reveals, trends emerged from session topics, panel discussions, word-of-mouth, and private conversations. They revealed the growing importance of fandom's audiences, looking for trust, and IRL activations.

New buying and AI tools could help the platform capture more transactions from brands and shoppers.

Its discovery model lets SMBs reach nearby consumers without relying on search or large followings.

Brands already face pressure to react quickly to shopping behaviors, platform algorithms and trends. But it stood out at ShopTalk that reflexively responding to every signal can distance consumers from a brand.

Existing customers show strong purchase intent, while Gen Z makes an active presence especially valuable.

The World Cup and presidential elections have lifted ad spending growth across all major media in 2026, but digital’s momentum will extend beyond the event-driven boost.

Sellers can now offer box-free, label-free returns through Happy Returns to build shopper trust.

Brands and retailers both drive revenue by serving and engaging customers, yet separate teams within each organization serve different functions and reach customers through different channels. Commerce media experts who spoke at a recent conversation hosted by Mars United Commerce described ways to bring these competing interests closer. Commerce media combines two traditionally separate areas: the channels brands use to communicate with customers, and the touchpoints and data retailers use to engage shoppers and drive purchases. When brands align internally around commerce media strategies, they bring these teams together and move the organization closer to shared revenue goals.

Vertical video has moved from social-feed novelty to full-funnel engagement infrastructure for streaming services and social commerce platforms. Vertical video's expansion beyond social feeds into streaming apps and shoppable commerce has made it a standard format in the competition for attention. That opportunity also brings considerable challenges.

Affiliate marketing keeps gaining ground as cost-conscious shoppers, creator growth, and AI reshape the channel. But shifting consumer journeys and publisher pressures are changing where brands see value.

The retailer is meeting shoppers where discovery happens, pairing social commerce with creator content ahead of the holidays.

Online marketplaces are taking a bigger share of ecommerce, but rising shopper expectations, tighter margins, and weaker customer relationships are reshaping the opportunity for brands and retailers.

Quick commerce is expanding in Indonesia as ecommerce platforms, super apps, and convenience store chains expand rapid delivery. Existing stores and logistics networks are making these services easier to scale as consumer adoption grows.

AI is gaining influence over what consumers discover and consider long before it commands a meaningful share of the digital economy. But existing advantages in reaching consumers, earning trust, and driving transactions still matter.