New reporting alleges Phia knew about and encouraged cookie stuffing months before calling it a bug. The ANA is pushing for standardized retail media measurement to make performance easier to compare. • Affiliate marketing isshifting from scale to strategyas brands prioritize fewer, higher-value partnerships that drive incremental growth and long-term customer value. • Holiday ecommerce is expected to grow in 2026 , with AI-referred shoppers converting at higher rates and buy-now, pay-later and cross-border shopping gaining ground. • CPG brands are increasinglycombining promotions with retail mediato drive incremental sales, with new research showing measurable gains in sales and new customers.