Summary
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.
