The Pursuit of One-Handed Commerce: Why Ad Platforms Want to Own Transactions & How You Should React
Original Air Date: Wednesday, 11 September 2019
Digital ad platforms have historically been just that — advertising platforms. They existed to connect consumer intent with retail advertisers. But now with the launch of Google Shopping Actions from Google, Shopping from Instagram and Marketplace from Facebook, the traditional ad platforms are evolving to cover the full e-commerce experience — from impression... to click... to cart… seamlessly.
In this session, presented at Dmexco 2019, ChannelAdvisor’s VP of Digital Marketing Strategy, Link Walls outlines where this trend originated, where it’s going next and how brands and retailers should react now.