Commerce Media Trends in 2026

Commerce media is entering a more demanding phase, as brands and retailers navigate rising expectations around measurement, shopper experience, and trust.

In this roundup of articles, EMARKETER analysts and industry leaders break down what’s changing across in-store retail media, off-site activation, AI-powered discovery, and performance measurement, and what those shifts mean for commerce media strategies in 2026.

Inside:

Why in-store retail media remains a major growth opportunity, and what’s holding it back
How AI is changing product discovery, personalization, and the role of the product page
Why off-site expansion is accelerating, and where measurement gets more complicated
How brands are rethinking success beyond ROAS as commerce media matures

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