Every signal in this story, with the reporting each one was drafted from.
The Drum’s documentary series returns, featuring leaders from TikTok and Google discussing how commerce media is reshaping product discovery. The episode examines who now decides what consumers buy as retail, search and social converge into one purchase funnel.
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.