Commerce media is growing faster than the US ad market as a whole. In its September 2026 update, the IAB projected total US ad spend to grow 12.3% this year and commerce media 13.6%, behind only social media and CTV in its channel forecast.

Deloitte’s 2026 Holiday Retail Survey found that, for the first time, Gen Z and millennials are expected to account for 50% of holiday spending. The useful question is where to reach students while they are still buying.