And what comes after shoppable ads? Glance AI, an InMobi subsidiary backed by Google, does away with ad placements entirely, replacing them with custom fashion recommendations on your phone or CTV home page. Glance’s AI examines consumer-uploaded selfies, scans 400+ online catalogs for fashions that fit the consumer’s personal style, and shows how the clothes would look on the consumer.
Retail media is still growing but the industry spotlight is now moving on. “Contextual commerce” (or shoppable ads, if you prefer plain English) is a new rising star, now expanding beyond social media, display, and mobile to include Connected TV. In fact, 62% of respondents to a Digiday/Warner Bros. Discovery survey of 90 agencies, brands, retailers and marketers say they’re already leveraging shoppable ads on CTV, with 77% allocating more than 20% of their 2025 budget to CTV, up from 13% in 2024.
What’s the problem? Consumer groups including noyb objected to Meta’s plan to ingest social media posts and use them for another purpose citing violation of GDPR, but the court decided Meta met the conditions for legitimate interest.
Composable CDP Hightouch is introducing same-session personalization, providing the ability to combine warehouse data and real-time signals during real-time interactions. It requires caching audience data outside of the data warehouse, bending the company’s “no copy” rule. This blog post explains how they do it.