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# EMarketer: commerce media spend hits $83.71B as focus shifts to trust, ROI
- URL: https://fabric-media.ghost.io/emarketer-commerce-media-spend-hits-83-71b-as-focus-shifts-to-trust-roi/
- Published: 2026-08-25T14:40:36.000Z
- Updated: 2026-09-01T21:35:50.000Z
- Description: EMarketer forecasts US commerce media spend at $83.71 billion this year, 20.5% of digital ad spend. Its analysts say the channel is maturing past growth-for-growth’s-sake into a phase demanding measurable results and consumer trust.
- Author: Fabric.Media Editorial
- Tags: Retail-media

**Why it matters.** Brands now must justify commerce media budgets on measurable outcomes rather than channel novelty alone.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.emarketer.com/content/building-trust-meeting-consumers--needs-commerce-media-campaigns?ref=fabric-media.ghost.io)*.*