mrge, a leading commerce growth suite provider, has published its semi-annual industry report titled “State of Commerce Advertising 1/2026.” Based on a survey of publishers, advertisers, and networks, the report examines evolving dynamics in commerce advertising amid shifting consumer behavior and the rise of AI-driven discovery. A central finding is that reach alone is no longer sufficient—authority and trust have emerged as critical success factors. Consumers increasingly favor authoritative publishers and sources, particularly as AI summaries and zero-click experiences reduce traditional search reliance, forcing publishers to transition from traffic providers to trusted information hubs.
The report underscores a paradigm shift: as AI summaries and agents dominate discovery, publishers must build authority to maintain relevance and capture value. Brands require precise contextual placement, data-driven optimization, and tools to maximize yield while improving advertiser return on ad spend (ROAS). Structural barriers—such as inadequate measurement models, limited AI expertise, and slow organizational adaptation—compound visibility losses from zero-click trends.
“We are experiencing the next evolutionary stage in Commerce Advertising,” says Dave Reed, CEO of mrge. “As consumers increasingly rely on AI-summarised results and turn to publishers they trust, brands need to navigate a new landscape, reaching consumers in the right contexts at the right price with the right data-driven optimization. In this landscape, publishers need the tools to effectively maximize their yield across the waterfall and spot areas of value where they can increase both monetization and advertiser ROAS.”
The dual-track response reflects industry pragmatism: compensating for traffic declines through established channels while investing in transformation via AI-optimized content and direct AI commerce experiments. Budget allocations signal a preference for channels with clear purchase-intent signals, highlighting the need for better measurement and readiness to capture emerging opportunities.
Overall, the positive outlook—driven by strong 2025 satisfaction and planned 2026 growth—affirms commerce advertising’s resilience and economic importance even amid disruption.
About mrge
mrge is a powerful commerce growth suite that offers advertisers and publishers tailored solutions for growing their commerce revenue. Through proprietary research such as the State of Commerce Advertising series, mrge provides strategic insight into how Commerce Advertising is evolving in an AI-driven world. mrge combines the strengths of five market-leading companies to connect over 5,500 publishers, 80,000 advertisers, and 200 networks across more than 160 countries. By integrating smart tools, technologies, and formats, mrge brings campaign messages closer to content, creating value for publishers, advertisers, and users alike. Supported by the private equity investment group Waterland as the majority owner, mrge is led by CEO Dave Reed, CTO Nils Grabbert, CFO Andris Zelonka, and CRO Justin Kuykendall.
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