ecommerce

The Convergence of Content and Commerce: The Case of Shoppable Ads

The Convergence of Content and Commerce: The Case of Shoppable Ads

  • ARF
  • CROSS-PLATFORM MEASUREMENT COUNCIL

Shoppable advertising is reshaping the relationship between media and commerce, and measurement practices are still catching up. In this report, the ARF Cross-Platform Measurement Council’s Attribution Working Group examines how brands, platforms, retailers and publishers are defining, deploying and evaluating Shoppable Ads. Based on nine in-depth industry interviews, this report highlights growth trends, key use cases, measurement methods and challenges, and the path toward scalable, closed-loop attribution to Shoppable Ads.

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How Generative AI Is Reshaping Discovery, Attention and Advertising Exposure

How Generative AI Is Reshaping Discovery, Attention and Advertising Exposure

  • ARF

Large language models (LLMs) are rapidly becoming a new gateway to online information, potentially disrupting traditional search engines, websites and advertising markets. Using detailed clickstream data from 2022–2023, this study examines how adopting LLM tools changes consumers’ online behavior. The authors find that LLM adoption gradually reduces traditional search activity and the browsing of smaller websites, while also lowering display advertising exposure. These results suggest that generative AI may reshape how users access information online and alter the distribution of attention and advertising revenue across digital platforms.

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The Attribution Working Group Drills Down into Shoppable Ads

The Attribution Working Group Drills Down into Shoppable Ads

  • by Matthew Yoli, Young Pros Officer
  • CROSS-PLATFORM MEASUREMENT COUNCIL

On February 19, 2026, the ARF Attribution Working Group hosted a deep‑dive session focused on the rapidly evolving landscape of Shoppable Ads, exploring how new formats are emerging, how they function across platforms, and how measurement practices are adapting. The discussion delved into shoppable ads across retail media networks, social platforms, display inventory, and connected TV environments, highlighting how these formats are redefining the relationship between media exposure and commerce outcomes. The conversation built on the Working Group’s broader initiative to evaluate five emerging advertising channels, an effort informed by industry interviews and an agency/advertiser survey. The session was moderated by Chip Godfrey (Director, Data Strategy, J.D. Power, and a member of the ARF Attribution Working Group). The panelists were Yannick Koger (Sr. Manager, NA Retail Measurement Solutions, Pinterest), Jared Oliver (Manager, Advanced Analytics & Modeling, Ocean Spray and a member of the Attribution Working Group), and Phil X. Jackson (Director, Global Digital Marketing Effectiveness & Innovation, Haleon).

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When Language Becomes Targeting: How Gender Cues Shape AI Recommendations

When Language Becomes Targeting: How Gender Cues Shape AI Recommendations

  • Psychology of GenAI

As generative AI tools increasingly influence product discovery and decision-making, subtle cues in user language can shape what consumers are shown—and how options are framed. This research examines how implicit and explicit gender signals affect AI-generated product recommendations, revealing systematic differences in categories, brand repetition, descriptive language and price information. The findings raise important questions for advertisers and researchers about bias, brand visibility and the growing cultural role of AI in shaping consumer norms.

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