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# Commerce Media Will Capture One-Quarter of Digital Ad Spending
- URL: https://adjacent.media/signals/commerce-media-will-capture-one-quarter-of-digital-ad-spending/
- Published: 2026-09-22T16:11:56.000Z
- Updated: 2026-09-22T16:11:56.000Z
- Description: Commerce media—ads sold directly by retailers like Amazon and Walmart—is consolidating advertiser budgets at the expense of traditional digital platforms, with eMarketer projecting it will command 25% of all digital ad spend.
- Author: Jonathan Greene
- Tags: #signal, theme-commerce, monetization, ad spending, marketplace dynamics

Source: [Beet](https://www.beet.tv/2026/09/emarketers-sarah-marzano-commerce-media-will-drive-one-in-four-digital-ad-dollars.html?ref=adjacent.media)

Commerce media—ads sold directly by retailers like Amazon and Walmart—is consolidating advertiser budgets at the expense of traditional digital platforms, with eMarketer projecting it will command 25% of all digital ad spend. Brands now negotiate separately with first-party retail networks rather than buying reach through consolidated demand-side platforms, forcing agencies and marketing teams to rebuild workflows around multiple walled gardens. The consequence for Google and Meta is direct: if one-quarter of digital ad dollars flow to retail media networks, that's one-quarter fewer dollars available for search and social, restructuring which platforms control customer acquisition economics.