As every screen becomes shoppable, attribution problems resurface

In the latest “every surface becomes shoppable” news, more platforms are inking deals and rolling out shoppable ad formats across the open web. As more media environments become points of purchase, attribution and measurement remain the thorn in the side of commerce execs.

In early December, Pinterest announced a partnership with Walmart that allows Pinterest users to add recipe ingredients straight to their cart on Walmart.com to be picked up or delivered. Around the same time, Albertsons Media Collective, the grocery chain’s retail media network, rolled out similar offsite-to-cart tools. Its new “add-it” technology allows users to add products, recipes, coupons or offers to their Albertsons cart from display, shoppable content, and eventually CTV and social media.

“It’s a convenience play — stickiness, convenience, however you want to see it. It’s the ultimate ‘be where the shopper is when they’re ready to buy, even if they’re not fully checking out’,” said Elizabeth Marsten, vp of commerce media at Tinuiti.

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