The speed of work has never been faster.
By Melissa Burdick · September 3, 2026 · Curated by George's Blog
The speed of work has never been faster.
Consumer behavior is shifting in real time. New platforms keep showing up. Agentic commerce is now a thing. But it's important as a brand to retain focus, double down on what's working, not get distracted by the latest shiny penny.
Performance media now accounts for 70% of ad spend, up from 59% a few years ago, according to The CMO Survey. The share of advertisers running 5 or more retail media networks nearly doubled since 2023, based on McKinsey & Company research. And Pacvue's data shows DSP spend on streaming TV doubled in the past year alone.
The shift isn't coming. It's here.
What I keep hearing from CMOs isn't surprise. It's a harder question: what does a plan look like when you build it from where the market is now, not where it was 18 months ago?
If you haven't watched the Omnicommerce Blueprint session yet, that's where I'd start (link in the comments). It walks through the three moves brands need to make to stop paying a Silo Tax and start running as one connected system.
On September 8, The CMO's Guide to the Future of Commerce Media drops and takes that thinking further.