Commerce Media Ad Buyer Insights and Commerce Media Ad Spending Forecasts

Commerce media is entering a more mature phase, with growing pressure on both networks and advertisers to deliver clearer performance, stronger measurement, and demonstrable incremental value. While spending continues to climb, investment is becoming increasingly uneven, creating meaningful gaps between where budgets are allocated today and where the greatest upside exists.

Leveraging EMARKETER’s latest commerce media ad spending forecast alongside proprietary ad buyer insights, this presentation examines how those gaps are emerging, why they persist, and what they signal about the next phase of commerce media growth. The analysis highlights several areas where potential is disproportionately high relative to current investment, revealing where the market is leaving money on the table and what it will take to unlock it.
 

The Push and Pull of Consumer AI: A More Useful Way to Strategize, Organize, and Budget AI Initiatives

Brands and retailers use AI in endless ways: improving existing user experiences, inventing news ones, and brainstorming, drafting, refining, and measuring customer-facing content. Yet most organizations still treat AI as a single, monolithic concept. This session introduces a new framework for categorizing and organizing AI efforts.