E-commerce advertising 'doesn't need to be disruptive' to work

"That's a big misconception that Rokt sets out to change, as the focus turns to how e-commerce advertising is being reimagined around consumer expectations, not as an interrupter but an enhancer. "What we're seeing in consumer behavior is they're wanting more relevant, seamless experiences in how they interact online," says Firmstone. "The landscape is so crowded today, so how do [advertisers] get cut through and get your offer in front of a customer when intent is high?""

""We really like offers to feel organic and native to that customer experience and make it feel very fluid," she says. "We often see that there's a negative impact when you're very disruptive to that." Trust is a major pillar of this strategy. "Trust is a cornerstone for everything that we do," she says. "[Rokt] is a closed ecosystem, which is very different to programmatic [where] you're not really sure where your ad is going to show. Our ads and offers are always serving real customers that are transacting online.""

Consumers increasingly prefer relevant, seamless online experiences rather than disruptive advertising. Rokt prioritizes ads that feel organic and native to transactions, making offers additive and fluid to reduce negative impact from disruption. A closed ecosystem builds trust by ensuring ads reach real transacting customers rather than unknown programmatic placements. AI-driven relevance guides which offers are served, targeting high-intent moments instead of chasing clicks or engagement. Measurement focuses on business outcomes—CPA, ROAS, and customer lifetime value—using performance as the leading indicator to demonstrate ads’ contribution to acquisition and long-term value.

Read at The Drum