EMarketer: commerce media spend hits $83.71B as focus shifts to trust, ROI
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.
Why it matters. Brands now must justify commerce media budgets on measurable outcomes rather than channel novelty alone.
Signal from emarketer.com · read the original.
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