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SEPTEMBER 14, 2026 |
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Commerce media is entering a new phase, one defined less by rapid expansion and more by operational maturity, EMARKETER analysts and industry leaders say. |
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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. |
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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. |
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Sarah Marzano, a vice president and principal analyst at EMARKETER covering retail and commerce media, told us about the biggest misconceptions of the channel and where marketers are most confident in it. |
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Creative design can decide whether a retail media network (RMN) ad converts a shopper who is already standing at the point of purchase. How an ad looks in those moments shapes how consumers perceive products and whether they consider buying them, according to a recent Ipsos study. |
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Finding the right balance between memorable images and simple purchase-driven messages will help campaigns make the most out of brand investment. |
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US retail media ad spend is expected to maintain double-digit annual growth through 2029, reaching $112.33 billion in that year, per EMARKETER’s forecast. |
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“[In retail media campaigns] context does the targeting work for you, the shopper's location in the purchase journey already tells you what's relevant, so the creative can be simpler and
more direct than a display ad that has to work for an anonymous audience,” said Ryan Cook, vice president of advertising at Disco. |
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EMARKETER SUMMIT |
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Tomorrow! Just a few seats left. Don’t miss your chance to join EMARKETER at City Winery NYC on September 15 for The Future of Digital. |
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Qualified brands attend free. Agencies discounted. |
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