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JUNE 1, 2026 |
This Wednesday, June 3, join us at EMARKETER’s NYC office for an invite-only networking breakfast, where we’ll break down new research on ways brands are approaching attribution, investing in analytics, and shifting budgets as AI-driven channels evolve. Register here. |
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In this edition: |
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TOP STORY |
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B2B marketing is undergoing a generational shift. Millennial and Gen Z buyers now dominate purchasing committees, and they bring consumer-grade expectations to business transactions. They want self-service options, digital-first experiences, and frictionless transactions. |
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IN THE NEWS |
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Walmart Connect expands off-site retail media beyond its own DSP. Making Walmart Connect’s first-party data available beyond its own DSP helps advertisers reach consumers across channels. |
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Industry KPIs: Grocery purchase intent shifts sharply toward YouTube, away from Meta. YouTube has rapidly overtaken Meta as the leading driver of grocery purchase intent, according to our Industry KPI data provided by MikMak. |
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FAST gains ground as viewers seek lower-cost streaming. Free ad-supported streaming TV (FAST) continues to build its US audience, as several indicators show. |
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INDUSTRY VIEWS |
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As pressure to prove incrementality grows, marketers are rethinking where performance actually happens. The transaction moment is gaining attention as a measurable, high-intent opportunity. This article was contributed by Rokt. | | |
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ANALYSIS |
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Returns have quietly become one of retail's biggest challenges, with online returns on track to approach half of all retail returns by the end of the decade, even though ecommerce sales will only account for about 20% of total sales, according to EMARKETER forecasts. |
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"Returns may feel like a cost center for retailers, but if you don't have the right levers in place and you don't treat it like an opportunity to court a customer, you might never get them back," said our analyst Suzy Davidkhanian on a recent episode of “Reimagining Retail.” |
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PODCAST |
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We discuss Google’s new “Intelligent Search Box,” whether Google has already dethroned OpenAI as the leader in consumer AI, and the key takeaways from the Musk-Altman trial. |
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