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SEPTEMBER 2, 2026 |
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In this edition: |
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EMARKETER SUMMIT |
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Here’s what our Sept. 15 The Future of Digital event offers: |
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✅ EMARKETER’s annual The Future of Digital forecast |
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✅ AI and agentic commerce with Horizon Media, VML, and JPMorgan Chase |
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✅ Commerce media’s role in the media mix with Nanit |
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✅ Where video budgets are headed with Thorne and Bar Keepers Friend |
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✅ Intimate conversations with Gotham FC/She Pivots the Podcast and Ogilvy |
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Seats are going fast. Qualified brands attend free. Agencies discounted. |
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TOP STORY |
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Television viewing has fragmented into a complex ecosystem of linear broadcasts, streaming services, and internet-connected devices. Converged TV serves as the umbrella term for this landscape, encompassing everything from traditional cable to ad-supported streaming platforms. |
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As streaming services capture an increasing share of both viewership and subscription revenues, marketers must understand the terminology and dynamics shaping video advertising in 2026. |
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IN THE NEWS |
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Autoplay bans could force brands to rethink social video. California legislators passed new restrictions on teens’ social media use Monday, including a ban on “addictive” features like autoplay and algorithmically curated feeds for users under 16. |
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Sports fragmentation complicates advertisers’ path to reach fans. As sports rights increasingly split across networks, streamers, and FAST services, 26% of fans say they frequently can’t find the game they want to watch, per new Gracenote data. |
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Pharma favored TV news for prescription drug ads in H1. Prescription drug advertisers allocated 21.9% of their national TV ad budgets to news programming in H1 2026, more than any other category tracked by iSpot, according to data shared with EMARKETER. |
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Sometimes, the numbers don’t tell the whole story. iROAS is often used to gauge growth, but different methodologies can produce dramatically different results. Research conducted by Ovative Group and Northwestern University Kellogg School of Management for Albertsons Media Collective shows why advertisers need greater transparency and consistency. This article was contributed by Albertsons Media Collective’s Liz Roche, Vice President of Media & Measurement. | | |
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ANALYSIS |
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Every retailer heading into the back half of 2026 knows consumers are stretched, and most plan to win them through price. That assumption is only partly right. |
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Some shoppers still have room to spend and just need a reason to feel good about it. Others are counting every dollar and have learned to distrust the retailers asking for it. Treating both groups the same, or treating the whole market as simply "trading down," is how a promotion or a pricing strategy that should work ends up falling flat. |
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