When it comes to digital ads for consumer packaged goods (CPG), the hard truth is that only 18% of consumers buy after seeing an ad. AdAdapted thinks it can do better—not by shouting louder, but by giving shoppers more choices.

The adtech company just launched Add-It™ Pathways, a new format designed to reflect the way consumers actually shop online: unpredictably. Instead of forcing a single call-to-action, Pathways offers a modular set of CTAs that brands can customize to match where a shopper is in their buying journey.

It's a simple idea that could pack a serious punch: Give users a range of interactive options like See Recipes, Add-to-Cart, or Watch Video, and let them decide how to engage. The result? A "choose-your-own-adventure" experience that doesn’t just promote a product—it builds a relationship.

Why This Matters in a Shifting CPG Landscape

Shopping behavior has become increasingly fragmented. Thanks to inflation, price-consciousness is up, loyalty is down, and shoppers are switching brands, channels, and habits at record pace. Consumers might discover a product while watching a recipe video, but wait until a deal shows up in a circular before buying.

AdAdapted’s Pathways format acknowledges this complexity and adapts the ad experience accordingly. Brands can now choose from a suite of CTA options tailored to different goals, such as:

• Brand Awareness: Watch Video, See Recipes, Where to Buy

• Conversion: Add-to-Cart, Save to Phone, Shoppable Recipes

• Value Seekers: Local Deals, See Recipes, Coupon Links

The format also works across various campaign types—from new product launches to targeted promotions—and plugs into AdAdapted’s broader platform for pre-shop intent and retail integration.

“Brands often miss the mark by offering just one way to engage,” said Molly McFarland, co-founder and CRO of AdAdapted. “With Pathways, we’re letting consumers choose how they want to connect with a brand—when they’re ready and how they’re comfortable.”

How It Works

Pathways isn’t just about slapping on a few more buttons. The tech is built to be modular and flexible, allowing brands to:

• Configure CTAs based on campaign goals or product category

• Tailor experiences for different audience segments

• Reduce friction between awareness and purchase moments

• Capture intent signals across platforms and devices

It’s a move toward smarter, context-aware advertising—something the CPG industry has been lagging behind on while DTC and retail media networks surge ahead with personalization and automation.

With traditional display ad performance declining and retailers like Walmart and Kroger investing heavily in shoppable media and connected commerce, AdAdapted’s Pathways is a clear attempt to bring agility and personalization back into the hands of CPG advertisers.

The Bigger Picture: Flexibility is the New Funnel

The traditional marketing funnel is cracking. Linear pathways from awareness to purchase have given way to chaotic, multi-touch journeys shaped by algorithms, influencers, and real-world constraints like price and availability.

Add-It™ Pathways plays into this trend by abandoning the one-size-fits-all CTA and letting the consumer self-select how—and when—they engage. And for marketers, that means better alignment between ad spend and actual behavior.

For now, the product looks like a strong value-add for CPG brands trying to cut through the noise with flexibility, relevance, and smarter intent capture. It’s not just another ad format—it’s a tool for navigating the new chaos of CPG commerce.

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