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鈥淚f you鈥檙e putting too much of your investment into something like Amazon and are trying to duke it out there, there鈥檚 only so much growth you can get from a single platform,鈥� he said. As stakeholders review their marketing investments and seek proven ROI, establishing clear metrics from the start is key.

Amazon Ads and Roku unveiled an integration enabling Amazon's DSP to access Roku's logged-in audience. Amazon brings its retail data alongside Roku鈥檚 streaming audience, enabling brands to link viewing behavior to purchase intent鈥攁 true commerce-driven media model. Comcast also launched an integration with Mastercard, allowing purchase data to prove TV ad impact on sales lift.

Retail media will reach $60.81 billion in 2025鈥攁dding more new dollars than Meta and Alphabet combined鈥攁nd brands now rank incrementality as a top KPI. In this interview, Tinuiti鈥檚 Elizabeth Marsten lays out how to prove incremental sales, pick smarter tools, and keep measurement future-ready.

Amazon鈥檚 ad business expands: Ad sales were up 18% YoY to $17.28 billion, fueled by retail media and Prime Video ads.

Nike resumes selling on Amazon as tariffs threaten its turnaround: The brand is betting that an expanded retail presence will soften the blow of higher prices.

Beauty鈥檚 run of strong retail sales growth is winding down, but new audiences and sales channels will offer opportunities for savvy brands and retailers to regain momentum.

Ecommerce will account for nearly a quarter (24.5%) of US beauty retail sales by 2028, according to our October 2024 forecast.

Amazon鈥檚 earnings follow a familiar pattern: The retailer expects solid sales growth as investments in convenience resonate with shoppers, but profits will be pressured as tariffs take their toll.

The brand is also leaning into third-party sales to drive incremental revenues. For instance, it saw year-over-year hardware sales growth during Amazon鈥檚 Big Spring Sale by showing up where customers are already shopping. Our take: For big-ticket items, an omnichannel experience isn鈥檛 optional鈥攊t鈥檚 essential.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

Back-to-school sales will decelerate this year: Mounting macroeconomic pressures are prompting retailers to kick off promotions earlier and encouraging consumers to buy now rather than later.

Motor vehicle and parts dealer sales; furniture sales; electronics and appliance sales; building material and garden equipment sales; food and beverage sales; health and personal care sales; gasoline sales; clothing and clothing accessories sales; sporting goods, hobby, book, and physical music sales; general merchandise sales; miscellaneous sales; nonstore sales (i.e., pure-play ecommerce platform sales

The news: Temu鈥檚 foothold in the US is shrinking as the company pulls back sharply on advertising. Weekly sales slumped more than 25% YoY between May 11 and June 8, according to Bloomberg Second Measure. Our take: Given the importance of the US market to Temu and its merchants, it鈥檚 possible that its current pause on US ad spending and shift to Europe is a temporary effort to regroup as it searches for a business model more resistant to tariffs and the end of de minimis. At the same time, the longer the pause goes on, the more ground it will cede to Shein and other competitors鈥攁nd the harder it will be to regain market share.

To make matters worse, Victoria鈥檚 Secret expects a $20 million sales hit this quarter after being forced to take its ecommerce business offline for three days following a cybersecurity incident. As of this writing, its market cap was just below $1.5 billion鈥攁 fraction of the over $6.5 billion it was valued at in 2021 after splitting off from Bath & Body Works.

The news: The electric vehicle industry hit a rough patch in Q2, with sales slowing across the board鈥攅specially for companies focused solely on EVs. Our take: If the so-called Big Beautiful Bill passes鈥攁s many expect鈥攁nd eliminates the EV tax credit, the industry could find itself in a downturn it can鈥檛 easily steer out of. Without incentives to offset higher upfront costs, EV adoption may slow even further, leaving automakers stuck with inventory and uncertain demand.