Category: In the News

This State of the Industry Report, sponsored by Warner Bros. Discovery, explores how marketers, retailers and agencies have used contextual commerce on CTV and streaming as shoppable advertising gains traction.

Consumer buying and viewing habits are ever-changing, and content and how it’s delivered are evolving to keep up. Contextual commerce is one way marketers, retailers and more provide consumers with the seamless shopping experiences they crave, tailored to the context of the many other activities they engage in regularly. 

While these shoppable ads permeate search and social media, they’re making waves across streaming and CTV with high-impact creatives and unique experiences, often in the form of interactive ads, QR codes, product carousels and more. 

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Starting in March, parenting creator Tina Cartwright heard from three brand partners that they would be halting or pulling upcoming campaign spending (around Mother’s Day, for example), citing “budget freezes” and “tightening budgets” in the face of tariffs being imposed by the Trump administration.

“Everybody’s in a freeze mode,” Cartwright said. “[They don’t know what] additional impacts and stresses they’re going to have to account for as a result of these tariffs.”

Cartwright, who has 75,200 followers on Instagram, was eventually able to get the brand deals (she declined to name the specific brands) moving again by adjusting contract terms and timelines. Her official contracts with the three brands are still being finalized, but they will be “restructured into a different form,” while trying to keep the same financial rates, she explained. Mother’s Day is usually Cartwright’s “Super Bowl,” but now those content deals will potentially shift to June or July as brands stay cautious, she added.

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