The change in search and discovery processes
Search and discovery are a maze. Gone are the days when customers simply typed a query into a search engine, clicked a few links, and made a purchase. Today, this process is fluid, dynamic, and profoundly influenced by new technology and changing consumer habits.
Social media platforms have become major hubs for product discovery, changing how customers interact with brands. Platforms like Instagram and TikTok are now often where buying journeys begin. Retailers who fail to embed themselves in these spaces risk losing valuable exposure. Meanwhile, advancements like predictive search and personalized navigation are transforming the user experience on eCommerce websites and apps. A smooth, frictionless journey keeps customers engaged and improves conversions.
AI tools like ChatGPT are another huge development. Consumers are now asking, “What’s the best running shoe for long-distance?” directly to AI platforms instead of traditional search engines. Google’s response has been to integrate AI Overviews into search results, which makes searches faster and more tailored.
The growth of retail media networks
Retail media networks are huge in the advertising market right now. Their growth is fueled by one simple truth: data is the new oil. When using first-party data, retailers can create highly personalized and targeted advertising experiences, which are precisely what consumers demand.
Companies like Criteo are stepping in to simplify the process. Managing data across multiple platforms can feel impossible but by creating scalable, global solutions, these companies are turning chaos into opportunity. Retailers can now connect with audiences more efficiently, without getting bogged down by operational complexity.
Interestingly, this trend isn’t confined to traditional retail. Giants like Uber and publishers such as Hearst are joining the party. They’re building commerce networks by tapping into the immense value of their own datasets. It means advertising is now about creating ecosystems that connect people, platforms, and data, as well as selling.
The key to this potential is global scalability. Retail media networks must be smooth, agile, and adaptable, so brands can operate at a truly global level while staying personalized.
Potential impacts of a Google Chrome divestment
Let’s talk about the elephant in the room: what happens if Google is forced to sell Chrome? Sure, it sounds like a seismic shift, but let’s not overreact. For now, life goes on. However, the long-term implications are worth considering.
If Chrome goes under new ownership, the immediate impact on search and advertising ecosystems would likely be minimal. Google’s search engine and ad business aren’t going anywhere. But here’s the catch: this move could increase competition for other browsers like Firefox, Safari, and Microsoft Edge. And competition often leads to innovation.
The adapting nature of search is another key factor. AI-driven capabilities are creating new opportunities for marketers to connect with consumers. Retailers must explore diverse strategies and anticipate multiple scenarios.
Connected TV (CTV) in retail advertising
CTV represents a shift toward full-funnel strategies, where awareness and conversion coexist. Imagine a world where your favorite show is interrupted by an ad tailored specifically for you, not in a creepy way, but in a way that feels almost serendipitous. That’s the power of CTV. For retailers, this means new opportunities to engage customers at scale while delivering personalized experiences.
