Today's commerce operates in a sprawling, real-time ecosystem where every media touchpoint serves as a storefront, reflecting a shift in consumer behavior. Brands must adapt to this new reality as the concept of a physical store is diminished. The urgency for brands to abandon outdated planning and measurement tools has never been greater. Embracing a connected system is essential to deliver personalized experiences. Incrementality becomes crucial; legacy models must give way to more agile and granular approaches for effective measurement of marketing impact.
Every media experience now acts as a storefront or connects rapidly to one, creating a complex, real-time commerce ecosystem that influences buying behavior.
Brands must adapt to a model that requires interconnected tools for measurement, identity, content, and planning in order to thrive in today's distributed storefront era.
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