This FAQ covers how incrementality testing works, where it fits alongside attribution and marketing mix modeling, and how marketers can build effective testing programs in 2026.
Our latest scenario forecast expects higher gas prices to drive topline growth while sharply curbing discretionary spending.
While many payment giants see stablecoins as the future, not all regions have the same crypto horizons.
As younger consumers enter adulthood, merchants can capitalize on their shifting payment preference for wallets.
To capture affluent and aspiring affluent consumers, rewards associated with health are a winner.
Adjacent business lines can drive growth, but only with proper integration.
85% of adults in Great Britain ages 16–24 watch short-form video at least weekly, compared with just 45% of those 55+, a 40-point gap, according to October 2025 data from YouGov.
In this episode, we discuss digital screens and audio, connecting in-store exposure to purchase, attribution challenges, retailer infrastructure investments, and shopper experience considerations. EMARKETER Vice President & Principal Analyst, Sarah Marzano hosts Gabi Viljoen, Vice President & Head of eCommerce at Nestlé Health Science and Austin Leonard, Vice President and General Manager of DG Media Network.
ChatGPT ads could open up in a second window via a partnership with Smartly
Two major brands are demonstrating how to integrate creators across the full commerce funnel, not just for awareness but for driving actual transactions. "Connection is always valuable," said Cory Weaver, head of influence at Gap Inc., in an episode of "Behind the Numbers." "Creators are humans at the end of the day. They thrive on human connection."
Patients mostly want AI use to supplement professional advice, but stigma prevents them from admitting it. Providers and marketers can guide smarter, transparent AI use.
Cost pressures and changing buying habits among younger consumers accelerate resale adoption.
The company’s latest campaign spotlights chains as dining demand cools.
Most members join for discounts and freebies, not status perks—and value drives repeat visits.
Block injects its P2P product with cash-flow assistance to keep customers.
ByteDance could benefit from a digitally savvy under- and unbanked population.
Amex brings the hit Netflix show into its dining lineup to deepen rewards for members.
On today’s podcast episode, we discuss the most interesting moments from ShopTalk, the three types of consumers retailers need to be thinking about, and whether retailers are overestimating or underestimating where AI is actually showing up in the customer journey. Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Principal Analyst Sky Canaves, and Senior Analyst Carina Lamb.
US electronics and software brands grew total media ad spending 22.2% in H1 2025, then slowed sharply to just 3.2% growth in H2, according to a January report from MediaRadar.
AI is moving upstream, showing up earlier in the decision-making process and increasingly shaping what happens next.