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# Commerce media plans still lag consumers’ cross-channel path to purchase
- URL: https://www.medianexis.com/commerce-media-plans-still-lag-consumers-cross-channel-path-to-purchase/
- Published: 2026-09-30T19:04:51.000Z
- Updated: 2026-09-30T19:04:51.000Z
- Description: eMarketer’s Christopher Wood reports that commerce media planning remains siloed even though the customer journey now spans retail media, social, search, and in-store touchpoints in no fixed order.
- Author: The Signals Desk
- Tags: Retail-media, Christopher Wood, Commerce media wants a bigger media budget role, but brands aren't convinced yet

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Christopher Wood*](https://www.medianexis.com/tag/by-christopher-wood/) *·* [*read the original*](https://www.emarketer.com/content/customer-journey-connected--commerce-media-planning-should-too?ref=medianexis.com)*.*