Behind the Numbers: an EMARKETER Podcast

Redefining Commerce Media Through the Eyes of Shoppers | Behind the Numbers Special Edition

In this special edition podcast episode, EMARKETER Principal Analyst Sarah Marzano sits down for a conversation with Shawn McGahee, Senior Director, Performance and Insights, from Roundel. Together they explore audience value, why target guests are brand believers, measurement strategy and incrementality, off-site retail media strategy and more. Listen to Behind the Numbers everywhere you find podcasts and watch on YouTube and Spotify.   To learn more about our research and get access to PRO+ go to EMARKETER.com [http://emarketer.com/]   Follow us on Instagram at: https://www.instagram.com/emarketer/ [https://www.instagram.com/emarketer/] For sponsorship opportunities contact us: advertising@emarketer.com [advertising@emarketer.com] For more information visit: https://www.emarketer.com/advertise/ [https://www.emarketer.com/advertise/] Have questions or just want to say hi? Drop us a line at podcast@emarketer.com [podcast@emarketer.com]    © 2025 EMARKETER

The Great BTN Bake (Take) Off — Top Trends for 2026: Micro-Dramas Break Out and Online Consumer Trust Tanks | Behind the Numbers

On today’s podcast, we will cover a few of the takes from our Top Trends to Watch in 2026 report. Our analysts (or bakers) will compete in a Great British Bake Off style episode discussing if the micro-drama craze will mint a new generation of creators with dual support from social networks and entertainment studios, and why AI’s content takeover will shake consumer trust in the internet. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Jacob Bourne and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.   To learn more about our research and get access to PRO+ go to EMARKETER.com [http://emarketer.com/]   Follow us on Instagram at: https://www.instagram.com/emarketer/ [https://www.instagram.com/emarketer/] For sponsorship opportunities contact us: advertising@emarketer.com [advertising@emarketer.com] For more information visit: https://www.emarketer.com/advertise/ [https://www.emarketer.com/advertise/] Have questions or just want to say hi? Drop us a line at podcast@emarketer.com [podcast@emarketer.com]    For a transcript of this episode click here: https://www.emarketer.com/content/podcast-behind-numbers-great-btn-bake-take-off-top-trends-2026 [https://www.emarketer.com/content/podcast-behind-numbers-great-btn-bake-take-off-top-trends-2026]   © 2025 EMARKETER   Campaigns take flight with Viasat Ads. Unlock access to over 250 million passengers annually across leading global airlines, with high-engagement ad formats and real-time delivery. Viasat Ads provides access to a verified audience in a captive environment, so your message reaches passengers when they are ready to engage. Join their journey with Viasat Ads. [https://www.viasatads.com/lp/emarketer-podcast/?cid=DIS_US_3834_UI8FSDIKDO]

A Blueprint for Better Measurement (Part 1) with Amazon Ads | EMARKETER Miniseries

On today’s EMARKETER Miniseries—A Blueprint to Better Measurement—we explore the appeal of Amazon not just as a sales platform but also as an advertiser, how Amazon Ads defines omnichannel metrics, and a few examples of campaigns that have performed particularly well. EMARKETER Principal Analyst Sky Canaves speaks with Kolby Capelouto, Head of Sales for Durables at Amazon Ads. Listen everywhere you find podcasts, and watch on YouTube and Spotify.   To learn more about our research and get access to PRO+ go to EMARKETER.com [http://emarketer.com/]   Follow us on Instagram at: https://www.instagram.com/emarketer/ [https://www.instagram.com/emarketer/] For sponsorship opportunities contact us: advertising@emarketer.com [advertising@emarketer.com] For more information visit: https://www.emarketer.com/advertise/ [https://www.emarketer.com/advertise/] Have questions or just want to say hi? Drop us a line at podcast@emarketer.com [podcast@emarketer.com]    For a transcript of this episode click here: https://www.emarketer.com/content/podcast-blueprint-better-measurement-part-1-with-amazon-ads-emarketer-miniseries [https://www.emarketer.com/content/podcast-blueprint-better-measurement-part-1-with-amazon-ads-emarketer-miniseries]   © 2025 EMARKETER   Amazon Ads [https://advertising.amazon.com/solutions/industries/] offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale. Amazon Ads connects advertisers to highly relevant audiences through first-party insights; extensive reach across premium content like Prime Video, Twitch, and third-party publishers; the ability to connect and directly measure campaign tactics across awareness, consideration, and conversion; and generative AI to deliver appropriate creative at each step. Amazon Ads helps advertisers reach an average monthly ad-supported audience of more than 300 million in the U.S. across Amazon's owned and operated properties and third-party publishers.

What the 2025 Thanksgiving Period Told Us About This Year’s Holiday Shopping Season | Reimagining Retail

On today's podcast episode, we discuss the Thanksgiving shopping season—what surprised us most, what it revealed about the fragility of the US consumer, and how much AI moved the needle for shoppers, and retailers. Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Senior Analyst Zak Stambor, and Analyst Rachel Wolff.   To learn more about our research and get access to PRO+, go to EMARKETER.com [http://EMARKETER.com]   Follow us on Instagram at: https://www.instagram.com/emarketer/ [https://www.instagram.com/emarketer/]   For sponsorship opportunities contact us: advertising@emarketer.com [advertising@emarketer.com]   For more information visit: https://www.emarketer.com/advertise/ [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/ [https://www.emarketer.com/content/]podcast-what-2025-thanksgiving-period-told-us-about-this-year-s-holiday-shopping-season-reimagining-   © 2025 EMARKETER   Campaigns take flight with Viasat Ads. Unlock access to over 250 million passengers annually across leading global airlines, with high-engagement ad formats and real-time delivery. Viasat Ads provides access to a verified audience in a captive environment, so your message reaches passengers when they are ready to engage. Join their journey with Viasat Ads. [https://www.viasatads.com/lp/emarketer-podcast/?cid=DIS_US_3834_UI8FSDIKDO]

Better Understanding LGBTQ+ Media Content—and What Brands Get Wrong About Queer Audiences, with Revry | Behind the Numbers

On today’s podcast episode, we discuss how LGBTQ+ streaming platform Revry has been able to gain traction in a crowded, highly competitive streaming TV universe; what advertisers misunderstand about marketing to the queer community; and some examples of when queer representation in media hit the nail on the head—and when it missed the mark. Join Senior Director of Podcasts and host Marcus Johnson, along with analysts Paola Flores-Marquez and Emmy Liederman, and Revry CEO and Co-Founder Damian Pelliccione. Listen everywhere, and watch on YouTube and Spotify.   To learn more about our research and get access to PRO+ go to EMARKETER.com [http://emarketer.com/]   Follow us on Instagram at: https://www.instagram.com/emarketer/ [https://www.instagram.com/emarketer/] For sponsorship opportunities contact us: advertising@emarketer.com [advertising@emarketer.com] For more information visit: https://www.emarketer.com/advertise/ [https://www.emarketer.com/advertise/] Have questions or just want to say hi? Drop us a line at podcast@emarketer.com [podcast@emarketer.com]    For a transcript of this episode click here: https://www.emarketer.com/content/podcast-behind-numbers-better-understanding-lgbtq-media-content-and-brands-queer-audiences-revry [https://www.emarketer.com/content/podcast-behind-numbers-better-understanding-lgbtq-media-content-and-brands-queer-audiences-revry]   © 2025 EMARKETER   Campaigns take flight with Viasat Ads. Unlock access to over 250 million passengers annually across leading global airlines, with high-engagement ad formats and real-time delivery. Viasat Ads provides access to a verified audience in a captive environment, so your message reaches passengers when they are ready to engage. Join their journey with Viasat Ads. [https://www.viasatads.com/lp/emarketer-podcast/?cid=DIS_US_3834_UI8FSDIKDO]