The first quarter of 2026 confirmed a trend: the center of gravity for advertising investment has shifted. It's no longer just about capturing attention on social media, but about dominating retail media. This growth has a clear protagonist: the so-called "Miravia Effect." The vast majority of online consumers are familiar with this platform, as it has managed to establish itself with a model where entertainment and purchase intent coexist. This alternative, without a doubt, is forcing brands to rethink something very important: is their budget for Google and Meta ads still as efficient as before? Goodbye to "annoying" marketing For many years, eCommerce relied on "interrupting" the user with ads between photos of friends and/or in the most generic search results. Well, the loss of precision of third-party cookies has left brands working blindly. And this is where marketplaces have grown in presence. As closed ecosystems, they possess firsthand data: they know what we buy, when, and how often. They don't need to "guess" user behavior because the transaction takes place within their own ecosystem. The Challenge of Technical Infrastructure It's important to highlight one thing. This shift of budgets toward retail media isn't simply a matter of moving a banner ad. Therefore, it demands a level of technological maturity that many Spanish companies are beginning to address with a clear objective: to compete in this new landscape and overcome the complexity. This short-term challenge has led to concepts like Composable Commerce and specialized 360 marketing strategies becoming the standard for companies that don't want to lose market share by 2026. Because technology is no longer just a support for the business; it's the engine that allows the product to appear at the exact moment of purchase intent. From Visibility to Profitability The appeal of retail media lies in its ability to offer a much more traceable ROAS (Return on Ad Spend). By eliminating friction between click and payment, the margin of error is drastically reduced. Therefore, the brands leading this transition are those that understand that today's eCommerce isn't about "selling products," but about managing data and user experiences in high-loyalty environments. Strategy over algorithm Despite the technological power of retail media, success in this new landscape doesn't depend solely on investment. The brands winning in Spain are those that have adapted their brand narrative to new formats to establish a presence and connect with customers. The ability to offer a comprehensive view of the digital business is what differentiates brands that merely survive from those that truly lead the sector's transformation. At this point, having specialized technology partners, like Webimpacto, can be key to addressing the complexity of this new environment, especially in platform integration and optimizing the shopping experience. Where are we headed? 2026 will mark the year that Spanish eCommerce embraces the era of relevance. The “Miravia Effect” is not a passing phenomenon, but rather confirmation that consumers seek convenience and personalization all in one place. For brands, the message is clear: the budget will follow the customer. And today, the customer is on marketplaces, expecting a seamless, fast, and, above all, smart shopping experience.