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NOVEMBER 10, 2025 |
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Shoppable ads, in-store retail media, and AI-driven agentic commerce are all being hailed as game-changers for the next wave of commerce media. But which trends are ready to deliver and which ones still have more buzz than business impact? |
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At a recent EMARKETER event, analysts Blake Droesch and Sarah Marzano squared off in a lively, three-round debate to separate the hype from reality. Here’s how each round played out. |
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1. The evolution of shoppable media |
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The hype: With shoppable media, consumer behavior and platform capabilities are finally aligned, making every ad a potential storefront. |
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Over a third (38%) of US ad buyers said they would focus more on shoppable ads this year, according to December 2024 data from the IAB.
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In addition, 35.2% of digital buyers in the US will make a shoppable media purchase this year, according to EMARKETER’s forecast. |
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Uber partnered with ad measurement firms Kantar and Adelaide to launch a custom attention metric for in-ride ads and Uber Eats checkout screens, the companies announced Tuesday. |
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The partnership is Adelaide’s first custom, platform-specific attention metric partnership. “We’ve done a couple of one-offs with publishers … but nothing of this scale before,” Adelaide CEO Marc Guldimann told AdExchanger. |
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The attention metric is only available to “premium” Uber ad partners. The company plans to extend it to more advertisers in the future. |
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Attention has become an important measurement for advertisers, replacing metrics like viewability—which served as a decadelong standard for ad performance but only measured how visible an ad was at a moment in time. |
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