Skai&Stratably：2026年零售媒体状况报告（英文版）

Retail media has evolved beyond lower-funnel tactics. Brands now allocate a third of their paid search and social spend to drive retailer traffic, treating retail media as the hub that connects channels rather than an isolated commerce execution. This integration becomes critical as AI-powered interfaces and platforms transform shopping behaviors and create non-linear purchase paths for consumers. Brands need unified orchestration to stay visible regardless of where the journey starts