Behind the Numbers: an EMARKETER Podcast

Ryan Verklin, Bayer retail media lead focused on activation and measurement integration; Jason O'Toole, Gildan connected commerce head with apparel and social commerce expertise. They dig into offsite retail media growth, measurement and incrementality challenges, creative and regulatory limits for categories, and high-opportunity channels like CTV, TikTok Shop, and AI-led formats.

Ashley Firmstone, Senior VP of Rokt Ads, leads transaction-moment marketing with AI-driven relevance. She explores why ad fatigue comes from volume and irrelevance. She explains the value of post-purchase attention, how Rokt’s airline roots shaped its approach, formats that feel native in checkout, and what agentic commerce really means for marketers.

Austin Leonard, VP and GM at DG Media Network, leads Dollar General’s in-store audio and sampling programs. Gabby Villjoen, VP and Head of E‑commerce at Nestlé Health Science, focuses on shopper strategy and omnichannel activation. They discuss digital screens and audio, connecting in-store exposure to purchase, attribution challenges, retailer infrastructure and measurement, and aligning teams for seamless shopper journeys.

On today’s podcast episode, we discuss the most interesting moments from ShopTalk, the three types of consumers retailers need to be thinking about, and whether retailers are overestimating or underestimating where AI is actually showing up in the customer journey. Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Principal Analyst Sky Canaves, and Senior Analyst Carina Lamb. Get more insights like these with our free, industry-leading newsletters covering advertising, marketing, and commerce. Sign up at emarketer.com/newsletters Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities contact us: advertising@emarketer.com For more information visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here: https://www.emarketer.com/content/podcast-3-consumers-retailers-must-know-ai-era-reimagining-retail © 2026 EMARKETER Rokt helps marketers reach high-intent customers in the Transaction Moment™—when they’re actively completing a purchase online. Powered by AI and first-party data, Rokt Ads connects your brand with over 400 million global shoppers and delivers outcomes you can count on. Learn more at rokt.com/emarketer to get started today.

A deep dive into why retail media struggles in physical stores and how its e‑commerce roots limit in‑store growth. Discussion of measurement hurdles, organizational friction, and where budgets remain concentrated. Exploration of in‑store potential for discovery and full‑funnel impact and what structural changes could unlock wider adoption.

Michael Lipka, Associate Director of Research at Pew Research Center who studies how Americans get their news, shares what he studies and why defining news is getting harder. He discusses where people encounter news today, generational gaps in news habits, rising use of AI and incidental news exposure, and how declining trust shapes changing behaviors.

Marisa Jones, an analyst tracking media consumption, and Ethan Cramer-Flood, a forecasting writer focused on media revenue, dive into YouTube’s dominance. They explore YouTube’s global reach and role as a TV destination. They debate device and ad dynamics, Shorts strategy, competitor tactics, monetization limits, and regulatory and attention-fragmentation risks.

Bennett Carroccio, CEO of Rokt Catalog and serial entrepreneur, helps retailers connect buyers with relevant products using AI and marketplace integrations. He traces the evolution of the endless aisle, explores choice overload versus curation, and explains how AI, conversational search, and the Transaction Moment unlock real-time relevance and personalized storefronts.

Rajiv Leventhal, a senior digital health analyst focused on access and marketing, and Beth Snyder Bulik, a senior digital health researcher expert on influencers and patient communities, discuss why Americans turn to social platforms for healthcare. They cover who people follow for advice, access barriers pushing online searches, the appeal of empathy and influencers, and risks from simplified or misleading health messaging.

On today’s podcast episode, we discuss where creators make their money, why nano-influencers are becoming increasingly sought after, why it’s getting harder for creator content to break through, and the biggest challenges in measuring the impact of influencer campaigns. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Minda Smiley and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.   Get more insights like these with our free, industry-leading newsletters covering advertising, marketing, and commerce. Sign up at emarketer.com/newsletters Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities contact us: advertising@emarketer.com For more information visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here: https://www.emarketer.com/content/podcast-creator-marketing-gets-more-competitive-complicated-confusing-behind-numbers © 2026 EMARKETER Rokt helps marketers reach high-intent customers in the Transaction Moment™—when they’re actively completing a purchase online. Powered by AI and first-party data, Rokt Ads connects your brand with over 400 million global shoppers and delivers outcomes you can count on. Learn more at rokt.com/emarketer to get started today.