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AUGUST 10, 2026 |
US ad spending on commerce media will reach $136.81 billion by 2030, representing nearly a quarter of all digital ad spending, according to EMARKETER’s forecast. Advertisers are demanding stronger measurement, better planning tools, and buying infrastructure that can keep up. See what’s ahead in
this new analyst report. |
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Football season is a delivery app season. As the 2026 NFL and college football seasons kick off, fans will be inviting friends and family over to watch the games, and they will be ordering the snacks and drinks to feed them. That gives brands a window through commerce networks to reach hungry fans on delivery apps, introduce new products, and help them plan the right mix for their guests. |
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Reaching shoppers on second screens |
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Delivery apps are a savvy network for advertisers looking to avoid, or enhance, saturated sports broadcasts. |
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Football dominates the TV ad market, which is exactly why the screen in the viewer's hand matters. |
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Meanwhile, 70% of Super Bowl viewers used multiple platforms while watching the game, according to an Adtaxi survey
reported in EMARKETER. | |
Uber Eats built on that behavior directly, running multiple TikTok teasers ahead of its Super Bowl ad to drive interest in the lead-up to the game, EMARKETER reported. Delivery apps let advertisers reach that same anticipation twice: once when shoppers plan the watch party, and again when they place gametime orders after kickoff. |
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Kroger’s AI Shopping Assistant launched with advertising functionality enabled from the start, showing an accelerated effort to narrow the AI and retail media gap with its main rivals. |
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As of late July, Kroger Precision Marketing (KPM) clients can extend their sponsored listings into AI conversations. |
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The format is automatically included when running a Search and Browse product listing ads (PLA) campaign—meaning advertisers don’t need to adjust their setups, bidding strategy, or take any other action to begin running ads in Kroger’s AI assistant.
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KPM’s report builder lets advertisers analyze AI assistant performance separately from other Search and Browse ad initiatives. |
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Kroger is moving faster to monetize its AI assistant than retailers like Amazon, Walmart, and Albertsons, which took some time to incorporate ads into their conversational search functions. That strategy could help strengthen KPM’s appeal to advertisers, especially those seeking low-cost ways to experiment with AI chatbot advertising and maximize AI-driven discovery. Because the assistant is tied to shoppers’ loyalty profiles, it could also enhance the value of the new ad format by enabling better targeting and measurement. |
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