""I think it gives you the right perspective, because when you're an agency, especially as an AOR, you really have a responsibility to your client's business to drive it holistically," said Komasinski, on adopting an agency mindset when approaching commerce."
""The focus on incrementality as a long-time performance marketing platform is core to our value proposition, and I'd like to think that we're one of the more ecosystem-friendly ad tech players out there, so all those things"
E-commerce is growing two to three times faster than physical retail, driven by increased product depth and marketplaces. Key enablers include interoperability, identity standards and AI-enhanced product search. Persistent blockers are fragmented measurement standards and platform fragmentation. An agency mindset prioritizes full-funnel, cross-channel strategies and incrementality to drive holistic client outcomes. The open web remains valuable but underappreciated, and AI has potential to enhance commerce experiences. Programmatic curation and transaction data are emerging as important responses to diminishing probabilistic tracking. Creative and technology innovations must be balanced to engage younger audiences without interrupting their experience.
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