"One of the biggest disconnects in our industry today is that commerce media has shoppers experience a certain single, continuous omnichannel journey," said Guthrie Collin, vice president of product at Roundel, during the Interactive Advertising Bureau's (IAB) recent Connected Commerce event. "But in our world, media, data, technology, measurement systems, we think of them, and they still operate in quite a fragmented way."

Ad spending will surge in 2026 as AI-driven gains and a packed events calendar offset mounting economic strain. Social will lead the way as Meta overtakes Google in net revenues and the wider ad industry closes in on the half-trillion-dollar milestone.

As shrink returns to pre-pandemic levels at major retailers, margins get a lift in a still-tough climate.

Retail media is reshaping search advertising. Costs are rising unevenly while performance gaps widen, forcing advertisers to rethink where spend delivers real results as traditional search dominance fades.

Essential spending keeps traffic positive while superstores fluctuate and then climb early this year.

Shipt expansion widens next-day reach as rivals race ahead.

This FAQ covers what agentic commerce is, who the key players are, and what brands and advertisers should do about it.

It aims to win lifelong family loyalty with new baby boutiques and concierge services.

New terms shift liability to customers as Gemini integration nears.

When choosing where to buy prescription drugs, brand loyalty takes a back seat to price and access where they already shop.

As ecommerce gains concentrate among a few dominant players, smaller retailers have an opening if they can carve out share in an increasingly uneven market.

Retailers have prioritized convenience while underestimating in-store behavior, said Placer.ai CMO Ethan Chernofsky at EMARKETER’s Commerce Media Summit.

A rumored late June date would heighten pressure on sellers and competitors while easing Amazon’s YoY comparisons.

As early movers launch ads within OpenAI's ChatGPT, they're closely watching how consumers interact with their campaigns and where this emerging channel fits within broader strategies. “Investment in technology and AI…goes hand-in-hand with great experience,” said Target CEO Michael Fiddelke, at the retailer’s 2026 Financial Community Meeting. “We know those tech investments pay off with stronger experience, whether that's digital or whether that's in-store.”

To capture a share of limited holiday gains, retailers and brands must zero in on pockets of opportunity across mobile commerce, social platforms, and consumer adoption of AI for shopping.

High-margin ads, more third-party sellers, and investments in fulfillment and loyalty are set to drive growth in 2026.

Beauty, wellness, and grocery investments anchor a push to reverse traffic and sales declines.