Brands have never known more about their customers, and shopping has never felt more broken. Shoppers still see ads for products they already bought. They still get recommendations that ignore where they are and what they need. The data is there. The experience it should be producing is not.
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.
Even if one pressure eases, tariffs, oil prices, and shipping disruptions are likely to keep prices elevated.
Its newest private label blends trendy designs with accessible prices in a bid to win discretionary spending.
As price advantages fade, they may need better assortment, loyalty, and convenience to keep shoppers.
In today’s podcast episode, we discuss the evolving definition of affiliate marketing, the most interesting areas of the space today, and how improvements in measurement have helped position affiliate as a channel that marketers can confidently invest in. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Max Willens, AWIN President of North America Adam Weiss, and Higher Dose Chief Marketing and Commercialization Officer Ingrid Milman Cordy. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
58% of US adults say a longer driving range would influence them to buy an electric vehicle, and 56% say the same about faster-charging batteries, according to an April survey from MRI-Simmons.
Bringing its analytics platform to Sam’s Club could attract more suppliers and boost high-margin revenue streams.
83% of consumers abandon sites without clear information, and paid traffic can’t fix product pages that fail to earn trust.
Shoppers delayed purchases, compared more, and relied on value to decide what makes the basket.
But growing economic pressures will likely weigh on demand in the second half of the year.
Wellness Shorts average 116% viewed: Repeat viewing makes instructional content a strong format for building trust and product consideration.
Drug price negotiations helped lower overall prices, but many patients still don't feel savings at the counter.
Weaker spending from lower-income households points to the need for stronger products and execution, not just lower prices.
Consumers want simpler snack labels, but not at the sacrifice of taste and quality.
Sellers can give patrons targeted offers to boost visits and spend.
As annual fees creep up, members need solid lounge service and experience to justify the cost of cards.
Retailers need to beef up co-brand rewards to secure spending made through card-funded digital wallets.
71% of US shoppers who use AI at least monthly turn to AI assistants when making purchasing decisions, according to an April survey from Profitero.