Commerce media is entering a new phase, one defined less by rapid expansion and more by operational maturity, EMARKETER analysts and industry leaders say. Commerce media ad spending will reach $83.71 billion in the US this year, accounting for 20.5% of all digital ad spending, according to EMARKETER's June 2026 forecast. As the channel becomes a core part of marketers' media strategies, the conversation is shifting from whether to invest to how to make those investments deliver measurable business results. In a new EMARKETER guide titled "Commerce media outlook: What industry leaders see ahead," our analysts and industry leaders give their thoughts about the capabilities brands should prioritize today, the consumer behaviors that will shape tomorrow, and what it will take to succeed as commerce media becomes a permanent pillar of the media mix. Arielle Feger, a senior analyst at EMARKETER covering retail and commerce media, told us what actually gets consumers' attention and how marketers can build trust.

31% of US adults say poor customer service while trying to resolve a problem is the most likely reason they would post publicly about a brand, more than double the 14% who would post about paying for expedited shipping that never showed up, according to a March survey from Radial.

Gen Z’s digital world no longer fits into neat categories. Entertainment, commerce, and AI now overlap, while trust is harder to earn. Shifting discovery, media habits, and decision-making are reshaping consumer engagement.

Trust-building ads shape decisions before these shoppers compare rates or fees.

AI is increasingly shaping how consumers discover and evaluate products before they buy. As agentic commerce gains momentum, brands are rethinking what it takes to turn AI-driven discovery into completed transactions.

This FAQ covers what ad fraud is, where the waste concentrates, and the practical defenses advertisers are using in 2026.

Revenue, innovation, and trust are the new priorities.

AI labels don’t dent ads: MediaScience research shows that AI transparency leaves performance intact—and consumer trust stronger.

The move will pressure banks to accelerate AI experimentation.

85% of US adults trust their bank as an information source vs. just 62% who trust AI, putting financial institutions 23 points ahead of artificial intelligence, according to a February survey from TD Bank.

They still see most health ads on linear TV and favor trusted medical sources. And while they avoid AI and social media for most health purposes, CTV is rising as a trusted digital channel.

There’s a gap in usage and optimism, as nurses are more optimistic about AI improving care quality and outcomes.

The medical society is proposing policies around bans, labels, and consent rules as fake physicians erode trust and risk patient harm.

When consumers notice AI-generated content in brand marketing, they're four times more likely to trust the brand less than more, 31% versus just 7%, according to a December 2025 survey from Klaviyo and Datalily.

AI is reshaping brand safety by amplifying risks around placement, accuracy, and authenticity while offering new tools to control them. As automation scales, marketers face a growing tradeoff between performance gains and trust.

Digital formats and trusted clinical settings are turning it into a performance channel driving treatment discussions and uptake.

On today’s podcast episode, we discuss what “the endless aisle” means today, how to best organize it, how AI takes it to the next level, and why the Transaction Moment matters so much. Listen to the discussion between Vice President of Content and host Suzy Davidkhanian and CEO of Rokt Catalog, Bennett Carroccio.

In today’s podcast episode, we discuss why Americans are turning to social media for health advice, the kinds of help they are seeking, and how the information they receive compares with what they hear from their offline physicians. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analysts Rajiv Leventhal and Beth Snyder Bulik. Listen everywhere, or watch on YouTube and Spotify.

AI is reshaping how content is created, scaled, and measured. Output is rising, but as AI scales content production across the market, the competitive advantage compresses—making differentiation, trust, and measurement the new constraints on sustained performance.

Wisp acquires TBD Health to scale nationwide, adding clinics and diagnostics to meet rising demand for virtual care among women.