Story 7 of 9 · 17 July 2026
eMarketer says commerce media is expanding beyond retail as nontraditional players capture ad spend
What happened
eMarketer says tier one retail media networks Amazon and Walmart must expand beyond on-site saturation and innovate to sustain growth. The firm says last-mile delivery platforms must embed themselves as essential retail and media partners.
Confirmed details
eMarketer says open APIs and transparent measurement that let marketers evaluate commerce media alongside other channels will separate leaders from the rest of the market.