Commerce media is reshaping how performance marketing gets done. Join us at our virtual EMARKETER Summit, taking place December 5 at 11:30 am ET, to explore the commerce media trends shaping 2026. |
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NOVEMBER 18, 2025 |
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What percentage of US adult video game players play with strangers online? |
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A) 3% B) 13% C) 23% D) 33% |
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TOP STORY |
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The old streaming playbook of “scale at any cost” is gone, according to top media companies' recent earnings calls. Instead, streaming now shows a much more disciplined mix of profitable streaming, tech-forward product, and high-impact live content. |
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For marketers and partners, that means fewer experiments, more clarity on where the money is being made, and sharper expectations around premium inventory. |
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IN THE NEWS |
YouTube TV wins out in Disney, ESPN carriage dispute. Morgan Stanley estimated that Disney lost $30 million weekly during the blackout, underlining YouTube’s streaming reach. Read online |
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Other headlines: |
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Trust becomes a KPI as some advertisers move to safer ground. The ad industry’s obsession with cheap reach has damaged consumer trust—and now advertisers are paying the price, according to Mozilla SVP of strategy and operations Suba Vasudevan. Read online
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AI skills and confidence gaps threaten marketing teams’ performance gains. CMOs need to treat upskilling as a core investment so employees can help support pilots and work independently on AI-driven projects. Read online
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WPP and Havas merger could be on the horizon as WPP looks to bounce back. A merger would allow the company to regain competitiveness, improve its service offerings, and meet the evolving needs of advertisers. Read online | | | |
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ANALYSIS |
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The growth of commerce media investments promises to connect brands with customers for longer stretches of the customer journey, especially when shoppers are close to purchasing. Though much of this extended digital journey leaves out the physical store, this strategy is changing. |
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“The pendulum is starting to swing back [to in-store],” said Amy Vollet, senior vice president of commerce and media at Saatchi X, during a panel at Advertising Week New York. “They need to make a differentiation in-store and find the places and spaces where they can close the deal.” |
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