2026 State of advertising report

Commerce media is entering its next phase of growth. What started inside retail environments is now extending across payment platforms, marketplaces, and merchant ecosystems.

In our 2026 State of advertising report, we explore how commerce media is evolving from retail media to a broader, transaction-powered model.

Interview with Greg "Arch" Archibald

VP, Global Ad Sales, PayPal

In this discussion, Arch shares:

  • Why commerce media is defined by transactions, not intent proxies 
  • How transactional data creates a clearer view of the full purchase journey 
  • Why on-site activation validates performance while off-site achieves scale 

Transactional data is a powerful signal that helps brands reach consumers more effectively and connect upper-funnel investment to measurable outcomes.

Greg "Arch" Archibald
PayPal

Explore Experian’s 2026 State of advertising report

This partner perspective is part of our 2026 State of advertising report, featuring leaders across agencies, commerce media, identity, mobile, privacy, and more. 

Download our full report to learn how commerce media connects with the other forces shaping advertising in 2026, and what advertisers must prioritize to drive measurable outcomes. 

Download our exclusive report

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