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MARCH 23, 2026 |
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In this edition: |
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TOP STORY |
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Simply investing in commerce media campaigns is no longer enough, experts warn. Growth now requires deep engagement and careful planning. |
“Monetization is expanding across the broader customer journey in-store, in-app, [and through] loyalty programs and service interactions that are coming in,” said Saket Mehta, chief revenue officer for Nift, at EMARKETER’s Commerce Media Trends 2026 summit. |
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IN THE NEWS |
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ABC cancels 'The Bachelorette,' exposing vulnerabilities in legacy media for marketers. ABC now stands to lose tens of millions of dollars per sources cited by Variety, including marketing dollars and license fees to Warner Bros. |
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TikTok and Tubi partner to bring creators to FAST, opening new doors for marketers. Creators, traditionally restricted to social platforms, are gradually moving toward long-form, on-screen programming. |
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Meta leans on AI to police content at scale. Humans will still play a large role in managing higher-level decisions such as reporting content to law enforcement or managing account appeals. |
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INDUSTRY VIEWS |
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As AI transforms how consumers search, discover, and shop, brands are rethinking how they show up across LLMs and digital touchpoints. Justin Garvin of Rise, a Quad agency, joins EMARKETER’s Sky Canaves to discuss the shift from organic to paid AI opportunities, the importance of trust, and how to build a smarter, more connected strategy. This interview was made possible by Quad. | | |
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ANALYSIS |
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Creator marketing has evolved from a nice-to-have resource for generating buzz to an essential part of a retailer’s commerce strategy. Gap Inc. serves as a prime example. |
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