The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.

Google fights AI-driven fraud with QR codes: As security threats grow, it’s ditching SMS codes in favor of QR authentication—another step toward passkeys and a future with fewer phishing vulnerabilities.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

3 2024 retail misconceptions: Retail media, QR codes, and microcommunities Brands and retailers got a lot right in 2024. Commerce media expanded further into non-retail channels like payments and travel. Brands found their own voices on TikTok. And in-person events helped drive traffic to stores. But the year also came with a number of lessons for retail. Here are three misconceptions retail experts noticed in 2024, and how brands can get them right in the 12 months ahead.

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

How can OOH ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

On today's podcast episode, we discuss if big tech executives will soon be held responsible for what happens on their platforms, whether Walmart+ is now a legitimate threat to Amazon Prime, how much swapping out barcodes for QR codes moves the needle, how early is too early for holiday marketing, why dogs tilt their heads, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, and analysts Sarah Marzano and Carina Perkins.

Digital technologies are reshaping customers' in-store payment experience. Here’s what payment providers must know about in-store payment digitization trends.​

Proximity mobile payments are on a growth tear, driven by strong spend per user. Here’s how providers are using wallet integration and new features to make proximity payments stickier.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.

Earlier this month, Pinterest hosted its Pinterest Predicts pop-up event, a showcase in New York City combining trends, predictions, photo ops, and shoppable displays. The pop-up offered insights into what experiential social commerce can be, and how brands can offer retail experiences without needing to stock products.

The pandemic accelerated investment in CX technology to meet rapidly changing needs. But as consumer priorities shift again amid high inflation, UK retailers need to understand which technologies are hitting the mark and which are not.

Proximity mobile payments are finally reaching a critical mass of users, fueling spending growth. While it will slow in the coming years, providers are capitalizing on growth by building multifunctional ecosystems that expand their captive audience and tighten relationships.

There are 3.60 billion people around the world who have phones capable of delivering AR, and 1.06 billion already use mobile AR, according to a March 2023 report from ARtillery Intelligence.

On today's episode, we discuss the significance of Google's ChatGPT rival Bard, whether Instacart's shoppable TV QR codes can be a hit, if Fanatics can crack the US livestream shopping code, whether Twitter allegedly shedding users is a short-term issue, where (and how) we listen to music, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Blake Droesch and Evelyn Mitchell.

As the economy continues to roil, brands will look to some of the most hyped technologies—including generative AI, clean rooms, and Web3—to solve real problems.