No Safe Channels: The Strategic Reset of the Digital Shopping Journey

For years, search, social, and retail media have played a key role in influencing consumer purchases and accounted for the great majority of US digital ad spend. As AI reshapes how consumers find products, engage with content, and make purchases, each of these three channels faces disruption. In this session, EMARKETER analysts will examine the AI-driven changes in platform capabilities and consumer journeys, and their implications for search, social, and retail media advertising. Attendees will get a clear view of what’s changing, what’s at risk, and how marketers must adapt.

Matthias Braun

CEO

Matthias Braun is CEO of EMARKETER, where he is currently focused on advancing the EMARKETER product experience through AI and exploring how AI will transform search advertising. A former Axel Springer executive and BCG consultant, he brings deep expertise in digital media, business strategy, and navigating disruptive trends.

Sarah Marzano

VP and Principal Analyst, Commerce Media

Sarah Marzano is a VP, Principal Analyst at EMARKETER covering retail with a focus on Retail Media. Her work at EMARKETER also includes coverage of seasonal and holiday shopping, emerging consumer technology, and private label and category performance.

Previously, Sarah worked at L2 and Gartner as a retail analyst as well as in industry. Sarah has been quoted by major news organizations like Wall Street Journal as well as prominent trade outlets Adweek, Supermarket News, Ad Age and Modern Retail.

Sarah graduated from The Fashion Institute of Technology in New York with a bachelor’s degree in Fashion Business & Merchandising.

Max Willens

Principal Analyst, Social Media and the Creator Economy

Max Willens is a Principal Analyst at EMARKETER covering social media and the creator economy. He focuses on the evolving role that social media plays in advertising and ecommerce, as well as creators' growing role in media and entertainment. He has presented at industry events including the NRF's Retail's Big Show, CES, Advertising Week and Programmatic I/O, and been quoted in news outlets ranging from The New York Times and the BBC to Bloomberg and Reuters.

Max is a graduate of Oberlin College and the Craig Newmark School of Journalism at CUNY, where he was a CUNY Chancellor Award winner, a Punch Sulzberger Scholar and a McGraw Business fellow.

Nate Elliott

Principal Analyst, AI

Nate Elliott is a Principal Analyst leading EMARKETER’s coverage of how artificial intelligence impacts marketing, advertising, and commerce. He helps brands and sellers understand how AI is changing the way people discover, research, and buy – and how to respond to those changes.

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