The global e-commerce industry is poised for significant expansion, expected to more than double in value from US$ 6.56 trillion in 2024 to US$ 12.63 trillion by 2033. This growth, at a compound annual growth rate (CAGR) of 7.54%, is being driven by innovations in artificial intelligence, expanding cross-border commerce, 5G technology, and heightened investment in secure digital infrastructure. As global consumption patterns evolve, the digital commerce landscape continues to adapt, bringing new opportunities—and challenges—to businesses and consumers worldwide.

Growth Drivers Fueling the E-Commerce Boom

1. AI-Powered Personalization and Virtual Shopping Experiences

• AI is transforming customer engagement by enabling personalized recommendations, dynamic pricing, and customer journey optimization.

• Virtual fitting rooms, like Zalando's 2023 launch, are reducing return rates and improving buyer confidence.

• AI-driven analytics offer real-time insights into market behavior and predictive demand planning.

2. Expansion of Cross-Border Commerce

• High-speed internet and smartphone penetration are making international markets more accessible.

• Digital payment platforms simplify transactions across borders.

• Advancements in third-party logistics ensure faster, more reliable delivery worldwide.

3. Mobile Commerce (M-Commerce) and Social Commerce Integration

• M-commerce is being fueled by mobile-first consumer behavior, simplified app-based shopping, and mobile wallets.

• Platforms like Instagram and Facebook are blurring the lines between social engagement and shopping, enabling instant purchases through in-app browsing.

4. 5G Technology and Real-Time Interactions

• The rollout of 5G networks enhances digital experiences through low-latency, high-speed connectivity.

• Enables live product demos, AR try-ons, and interactive shopping events.

• Improves streaming quality and immersive content delivery, enriching mobile commerce.

5. Advanced Cybersecurity and Digital Payments

• To ensure safe transactions, platforms are implementing:

  • Biometric authentication

  • AI-based fraud detection

  • End-to-end encryption

• Compliance with global standards like GDPR and CCPA helps retain consumer trust and reduce breach liabilities.

Challenges Hindering E-Commerce Scalability

1. Data Security and Privacy Compliance

• Rising e-commerce activity increases cybersecurity threats and data breach risks.

• Strict compliance with regulations (GDPR, CCPA) is necessary for global operations.

• Continuous investment is needed in security infrastructure and employee training.

2. Return & Refund Management

• High return rates, particularly in fashion and electronics, inflate operational costs.

• Platforms must optimize reverse logistics while maintaining customer satisfaction.

• AI-driven return predictions and customer service automation are emerging solutions.

3. Logistical Constraints in Emerging Markets

• Developing economies face infrastructure limitations affecting last-mile delivery.

• Inventory management, delivery partner coordination, and payment reconciliation are core operational hurdles.

Regional Outlook: Insights by Geography

United States

• Remains a global leader in e-commerce with mature infrastructure.

• Mobile and social commerce are shaping the next phase of growth.

• Challenges include cybersecurity threats and efficient returns processing.

Germany

• E-commerce expansion is driven by consumer preference for online grocery and electronics.

• The country faces compliance challenges under strict GDPR regulations.

• Focus on data protection and localized digital services is essential.

India

• One of the fastest-growing markets, with youth-driven digital adoption.

• Mobile usage and regional e-commerce platforms are on the rise.

• Logistics optimization and secure payment systems are primary focus areas.

UAE

• High internet penetration and digital-savvy consumers drive market growth.

• Strong adoption of cashless payment systems.

• Key hurdles include logistics efficiency and building consumer trust in online platforms.

The Road Ahead: What the Future Holds for E-Commerce

• Smart logistics and AI-based inventory systems will make global order fulfillment faster and more accurate.

• Integration of augmented reality (AR) and virtual reality (VR) into e-commerce interfaces will enhance shopping experiences.

• Voice commerce and AI-powered chatbots will play a larger role in customer interaction.

• As technology advances, consumer expectations will increase, requiring platforms to continuously innovate.

The global e-commerce market is on a transformative trajectory, propelled by cutting-edge technologies, cross-border access, and evolving consumer behavior. Despite persistent challenges in privacy, logistics, and compliance, the sector remains ripe with opportunity. As platforms evolve and integrate new capabilities, businesses that embrace agility, personalization, and trust will be best positioned for sustainable success.

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In a bold move to modernize its data infrastructure and enhance the customer experience, Aviva plc, the UK’s leading diversified insurance and wealth management business, has announced the successful deployment of the Reltio Data Cloud™. The initiative aims to replace Aviva’s fragmented legacy systems with a scalable, cloud-native platform to support real-time data integration, AI-driven innovation, and future-ready customer engagement.

This milestone marks a significant pivot for Aviva—from operating with multiple master data management (MDM) platforms to a single, unified customer data ecosystem that enables personalized, intelligent, and responsive interactions across the enterprise.

Legacy Challenges: Fragmented Data Across Systems

Prior to adopting Reltio, Aviva faced substantial obstacles in creating a 360° view of its customers:

• Multiple disconnected MDM systems: One platform served operational/digital needs, while another was used for marketing and analytics.

• Inconsistent and duplicated customer profiles: Prevented seamless handoffs between business units.

• Slow, siloed data updates: Limited the ability to act on customer behavior in real time.

These challenges hindered innovation and made it difficult for teams to launch personalized experiences or capitalize on customer insights.

Why Aviva Chose Reltio: Real-Time, Scalable, and Unified

After a comprehensive vendor evaluation, Aviva selected the Reltio Data Cloud™ for its:

• Cloud-native architecture: Designed for scale and elasticity across workloads.

• Real-time data unification: Enables near-instant profile updates across channels.

• Robust data quality and standardization: Ensures consistency and trust in every customer interaction.

• Proven track record in regulated industries: Critical for a company operating under stringent data and compliance regulations.

With Reltio in place, Aviva has laid the foundation for future innovation in customer experience, regulatory compliance, and data-driven decision-making.

Deployment Success: 37 Million Customer Profiles Migrated

The implementation was executed in collaboration with a Reltio Premier Delivery Partner experienced in enterprise-scale MDM transformations. Highlights include:

• Rapid onboarding: Migration of 37 million customer profiles within weeks of platform readiness.

• Unified platform for multi-team use: Supports customer service, fraud prevention, policy management, and more.

• Cross-functional accessibility: Departments across Aviva now leverage the same golden record for each customer.

Powering MyAviva App with Real-Time Data

With the Reltio Data Cloud as its backbone, the MyAviva app now provides customers with real-time access to policies, claims, and account information, enhancing transparency and engagement.

Business Outcomes Already Achieved

• Improved Data Quality: Clean, unified, and deduplicated records enhance trust across teams.

• Faster Prospect Engagement: Teams can now identify, qualify, and convert leads more effectively.

• Elevated Customer Service: Operational staff have access to timely, complete profiles, enabling faster resolutions.

• Enhanced Policy Management: From onboarding to claims processing, data latency has been reduced to near-zero.

“We are already seeing great progress toward achieving our data transformation goals of improving customer service while generating additional business value,” said Bijan Yeylaghi, Chief Customer Data Officer, Aviva.

Reltio’s Perspective: From Data at Rest to Data in Motion

Manish Sood, Reltio’s Founder and CEO, framed the partnership as a future-facing investment:

“Legacy MDM was built for data at rest. The future belongs to data in motion. Aviva didn’t just choose a solution for today; it invested in a future where data agility is paramount, especially in the age of AI.”

This forward-looking vision reinforces the idea that real-time data capabilities are now essential to compete in customer-centric markets.

What’s Next: Marketing, Analytics, and Third-Party Data Integration

Having completed the initial phase focused on operational and customer service data, Aviva is now expanding its Reltio deployment to include:

• Marketing segmentation and personalization

• Advanced analytics and predictive modeling

• Third-party data enrichment for deeper customer insights

This expansion positions Aviva to become a leader in AI-driven customer engagement and data monetization strategies in financial services.

Building a Data-Driven Future with Reltio

Aviva’s successful deployment of Reltio Data Cloud is a landmark moment in its digital transformation journey. With a unified, real-time data platform in place, the company is well-positioned to:

• Enhance the customer experience through intelligent personalization

• Improve operational efficiency through real-time data sharing

• Drive innovation and growth with trustworthy, integrated customer data

As organizations across industries look to escape the limitations of legacy MDM systems, Aviva provides a compelling blueprint for transformation.

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In a move to modernize business communication and enhance customer engagement, Reynwood Communications, a leading provider of hosted voice and unified communications solutions for small and mid-sized businesses (SMBs), has announced the official launch of TextAware.

Powered by Clerk Chat, TextAware empowers businesses to send and receive text messages directly through their existing business phone numbers, eliminating the need for disruptive number porting or complicated configurations.

A Seamless Extension of Voice: Why TextAware Matters

TextAware is fully integrated into Reynwood’s hosted voice platform, allowing customers to enable SMS communication on the same numbers they already use for voice calls. This marks a strategic evolution in Reynwood’s product suite, enhancing business responsiveness and operational efficiency while maintaining control, professionalism, and compliance.

“This is a natural evolution of Reynwood’s mission to make business communication more intelligent, responsive, and accessible,” said Rich Kelly, Founder and CEO of Reynwood Communications.

“With TextAware, powered by Clerk Chat, our clients can now turn their existing phone lines into modern messaging engines – without compromising quality, security, or compliance.”

Capabilities: More Than Just Text Messaging

TextAware isn't simply an SMS forwarding tool—it is a business-grade messaging platform designed for operational scale and regulatory adherence. Highlights include:

• No Number Porting: Businesses keep their current phone numbers, avoiding service disruptions.

• 10DLC Compliance: Supports proper registration for carrier-verified business texting.

• AI-Enhanced Interactions: Automate responses and intelligently route inquiries.

• Voice & SMS Separation: SMS services run independently of voice, ensuring no call interference.

• CRM Sync: Bi-directional sync with CRM platforms for enhanced data and engagement tracking.

• Bulk Messaging: Ideal for campaigns, notifications, and operational updates.

• Security and Privacy: End-to-end encryption and opt-in/out controls meet enterprise standards.

These features are particularly critical for SMBs navigating the complex terrain of digital customer service while trying to match the responsiveness of enterprise competitors.

Strategic Collaboration: Reynwood x Clerk Chat

TextAware is the result of a strategic partnership with Clerk Chat, a pioneer in business texting solutions. The collaboration combines Reynwood’s expertise in VoIP and unified communications with Clerk Chat’s robust SMS messaging infrastructure and compliance capabilities.

“Partnering with Reynwood allows Clerk Chat to reach innovative businesses that prioritize meaningful customer connections,” said Alexander Haque, CEO and co-founder of Clerk Chat.

“Together, we’re making it easier for companies to engage with their audiences through the messaging channels they already know and trust.”

Why This Launch Matters for SMBs

With consumer expectations for instant communication at an all-time high, SMS remains one of the most effective and widely-used channels, boasting open rates over 90%. Yet, many SMBs have lacked a reliable, secure, and scalable solution for integrating SMS into their existing workflows—until now.

TextAware democratizes access to modern communication tools, enabling:

• Local retailers to confirm orders or appointment reminders.

• Legal and financial firms to engage clients securely and compliantly.

• Service companies to streamline field communications and updates.

• Sales teams to close deals faster through instant follow-ups.

Designed with Compliance and Future Growth in Mind

Compliance with A2P 10DLC standards, GDPR, and opt-in/out mechanisms ensures that businesses using TextAware are protected from penalties and customer backlash. As text messaging becomes increasingly regulated, TextAware offers future-proof messaging built for growth.

From AI-powered workflows to potential integrations with platforms like HubSpot, Salesforce, or Zendesk, Reynwood and Clerk Chat are paving the way for intelligent, automated, and regulation-compliant messaging.

Final Thoughts

With the launch of TextAware, Reynwood Communications extends its position as a trusted leader in SMB communication by delivering a much-needed bridge between traditional voice service and modern messaging convenience.

This rollout underscores a broader shift toward unified, omnichannel communication strategies—even for smaller enterprises with limited IT resources.

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When McDonald’s AI suggested a "sundae with extra sadness," marketers cringed. Customers, however, laughed—and bought. The late-night campaign saw an 18% spike in sales and a surge in social sharing, not despite the AI's absurdity, but because of it.

In a marketing landscape obsessed with optimization and control, a new framework is challenging everything we thought we knew about artificial intelligence: Ethical Chaos.

Coined by marketing strategist Josh Weaver—whose campaigns have boosted brand awareness at The Trevor Project by 40% and driven $12M initiatives at VICE Media—Ethical Chaos reframes AI’s most unpredictable behaviors as assets rather than bugs.

“Everyone’s trying to cage AI like it’s some rabid animal,” Weaver explains. “The brands winning today aren’t trying to make AI behave. They’re teaching it to misbehave productively.”

Welcome to the AI marketing renaissance—where “mistakes” aren’t failures, but goldmines.

The Power of Productive Misbehavior

Let’s be clear: this isn’t about glitch marketing or riding viral moments by accident. Ethical Chaos is strategic unpredictability—inviting AI to color outside the lines in ways that unlock creativity, emotion, and authenticity.

Wendy’s: The AI Roast That Made Fans Melt

When Wendy’s AI-generated social posts began roasting customers with cutting wit, some initially assumed a rogue intern had taken over the account. In reality, the AI had been given latitude to lean into personality—and the gamble paid off with a 400% increase in engagement.

Instead of backpedaling, the brand embraced the voice. It became not just a marketing tool, but an identity.

“People don’t want safe—they want real,” said one Wendy’s strategist. “And sometimes, real means a little weird.”

The Ethical Chaos Framework: Four Pillars of Strategic Surprise

Weaver’s framework breaks down into four deceptively simple, deeply provocative tenets:

1. Radical Transparency

Consumers can tell when AI is involved. Pretending otherwise damages trust. Instead, brands should highlight AI involvement:

“This playlist was curated by our beautifully unhinged AI” isn’t just honest—it’s memorable.

2. Consensual Chaos

Let the user choose: do they want standard messaging, or to roll the dice with the AI’s “creative” mode?

Spotify, for example, offered AI-generated playlists with themes like “Tuesday feelings of suburban ennui.” These weren’t errors; they were viral hits—shared millions of times by users who finally felt seen in their weirdness.

3. Beneficial Bewilderment

Not every “hallucination” is valuable. The chaos must serve a purpose—whether it evokes laughter, solves a unique need, or sparks conversation.

Case in point: McDonald’s sundae campaign. Odd, yes. But deeply resonant with late-night audiences who found humor and catharsis in the unexpected.

4. Human Safety Nets

When it comes to health, finance, or safety, humans still steer the ship. But in brand voice, entertainment, and engagement? Let AI run a little wild.

“Legacy MDM was built for data at rest,” said Reltio CEO Manish Sood in a different context. “The future belongs to data in motion.” The same goes for marketing creativity.

The Business Case for Ethical Chaos

Far from a fringe philosophy, Ethical Chaos is already proving its ROI.

• McKinsey reports a 66% average revenue increase among companies using generative AI in marketing—higher among brands that embrace AI unpredictability.

• Heinz’s A.I. Ketchup campaign, which let DALL·E 2 imagine surreal ketchup ads, netted 1.15 billion earned impressions.

• Duolingo’s accidentally threatening notifications (“You haven't practiced. We’re watching.”) were so popular that they became a core part of the brand’s voice.

AI’s “weirdness” may be the most human thing about it.

Why Perfection is the Enemy of Performance

According to Weaver, the marketing world has spent too long trying to make AI replicate human logic—missing the fact that its non-human perspective is its biggest asset.

“Perfection doesn’t drive engagement. Perfection is boring,” Weaver says. “Hallucinations are where the good stuff is hiding.”

And he's not alone. A Gartner CMO survey shows that 80% of marketing leaders are deploying generative AI with expectations of 5%+ topline growth. But the winners are those actively co-creating with AI, not just tasking it with grammar corrections and image resizing.

The AI-First Audience: Marketing in the Post-Human Era

Weaver raises a point few dare to utter aloud: Not all your customers will be human.

“Your next customer might be an AI agent shopping for a family of six. It might interpret brand personality differently—or prioritize factors humans ignore. You need content that speaks to them, too.”

This isn’t science fiction. AI shopping assistants, intelligent agents, and autonomous bots are already influencing B2B and B2C transactions. Marketing that makes sense to humans—but also resonates with machine logic—is becoming essential.

Compliance as Trust-Building, Not Restriction

Regulators are scrambling to set ethical standards around AI, and Ethical Chaos might offer a compliant, consumer-friendly path forward.

By being transparent about AI's role and giving users agency, brands can outperform legal requirements while deepening trust.

Think:
“This email was AI-generated. Want the human version? Click here.”
“Feeling adventurous? Let our AI cook up your next meal plan.”
“Warning: This chatbot is creatively unhinged.”

Final Thought: Embrace the Beautifully Unhinged

Weaver’s vision isn’t about replacing creativity with code. It’s about finding creative freedom inside the algorithms—and letting AI teach us something about ourselves in the process.

So maybe the next time your AI suggests “a burger for people who cry in parking lots,” don’t delete it. Test it. Share it. Let it surprise you.

Because in the age of generative everything, the brands that win won’t be the most polished—they’ll be the most unpredictably human.

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Applicate Commerce, a prominent distributor of applied architectural products, has announced a strategic leadership enhancement with the appointment of John Mittenthal to its Board of Directors. This move aims to solidify the company’s long-term growth strategy and expand its national footprint.

Highlights of the Appointment

1. Leadership Background

• John Mittenthal is a 30-year veteran at Applicate Commerce.

• He currently serves as Executive Vice President.

• His leadership has shaped the company’s financial and operational trajectory.

2. Strategic Contributions

• Played a central role in crafting and executing the company's financial strategy.

• Instrumental in driving sustainable operational growth over three decades.

• Known for navigating complex market dynamics and maintaining business resilience.

3. Enhanced Board Oversight

• His appointment to the Board amplifies his influence on key business decisions.

• Will provide additional strategic insight during a time of national expansion.

• Expected to guide innovation, operational efficiency, and digital evolution.

4. Executive Statements

• Andrew Walsh, President & CEO: Emphasized Mittenthal’s ability to execute in dynamic conditions and his value as a strategic advisor.

• John Mittenthal: Expressed enthusiasm for furthering the company’s market position and pursuing future growth opportunities.

With John Mittenthal joining its Board of Directors, Applicate Commerce is reinforcing its commitment to strategic expansion and operational excellence. His proven leadership and vision are expected to play a critical role as the company scales its distribution capabilities and digital initiatives nationwide.

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Fospha, a full-funnel marketing measurement platform, has released its 2025 Growth Playbook, spotlighting YouTube and Demand Gen as central to scalable, profitable marketing strategies. Amid pressure on marketers to balance efficiency with long-term performance, this report makes a compelling case for embracing upper and mid-funnel Google solutions.

Core Insights from the Fospha Playbook

1. YouTube and Demand Gen: Not Just Brand Builders

• These platforms are no longer seen solely as brand awareness tools.

• Data now shows they are direct drivers of growth and customer acquisition.

• WPromote, a performance marketing agency, contributed expert insights reinforcing these findings.

2. Performance Metrics Proving Value

• +32% YoY revenue growth for brands investing in YouTube/Demand Gen.

• +145% YoY revenue growth for brands that increased spend by over 400%.

• 18% higher new customer conversion rate on Demand Gen vs. the paid media average.

• 38% YoY increase in YouTube ROAS, with a 19% drop in CPA.

3. Scalability and Efficiency

• 65% headroom for profitable growth remains on YouTube and Demand Gen.

• Unified ROAS uplift of 45% when including impact on off-platform sales (e.g., Amazon).

• 15.9x undervaluation of YouTube and 12.8x for Demand Gen under last-click attribution, underscoring the misrepresentation of value in traditional models.

4. Attribution Challenges and Missed Opportunities

• Brands still underinvest due to poor visibility into top- and mid-funnel returns.

• Traditional attribution methods like last-click fail to reflect full-funnel influence.

• This undervaluation limits scale and slows long-term ROI optimization.

5. Case Study: River Island

• Leveraging Fospha’s full-funnel insights, River Island:

  • Increased YouTube revenue by 950%.

  • Drove $1.8 million in incremental revenue.

  • Successfully scaled upper-funnel investment with measurable returns.

• Elvis Mugera, Paid Media Lead: "Fospha is integral to our strategy decisions—especially in YouTube."

6. Executive Perspective

• Sam Carter, CEO of Fospha:
  “We’re finally quantifying what brand marketers have long felt—YouTube and Demand Gen are critical to scale. With accurate measurement, marketers can move from gut feel to growth certainty.”

Fospha’s research offers clear proof that YouTube and Demand Gen are no longer optional in a high-growth strategy—they’re essential. For marketers aiming to build sustainable performance, embracing full-funnel measurement unlocks both scale and clarity in an increasingly complex ecosystem.

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Metricool, the global social media management platform, has officially announced a strategic integration with Adobe Express, Adobe's easy-to-use content creation tool. This collaboration delivers a powerful, unified workflow allowing marketers, content creators, and businesses to seamlessly move from content creation to social performance analysis across leading platforms like Facebook, Instagram, TikTok, X, LinkedIn, and Pinterest.

1. A Unified Social Media Workflow

• Users can create high-impact content in Adobe Express and immediately assess its effectiveness via Metricool.

• Metricool’s social media analytics suite is now available as an add-on within Adobe Express.

• Adobe Express tools will also be embedded directly into the Metricool platform, minimizing workflow fragmentation.

2. Enhanced Platform Capabilities

• Adobe Express: Combines technologies from Photoshop, Illustrator, and Premiere Pro with a rich library of templates and generative AI capabilities.

• Metricool: Offers robust tools including engagement analytics, post scheduling, competitor benchmarking, and full-funnel reporting.

3. Benefits of the Integration

• Time-Saving Efficiency: Users no longer need to switch platforms to measure performance or optimize content.

• Creative Meets Data: Informed decisions can be made in real-time, thanks to actionable insights on:

  • Top-performing posts

  • Optimal posting times

  • Best-performing hashtags

  • Platform-specific engagement metrics

• Comprehensive Reporting: Agencies and marketing teams can create streamlined reports that connect creative execution with measurable results.

4. Strategic Industry Insights

• Juan Pablo Tejela, CEO & Co-founder of Metricool:
  "This integration empowers marketers to eliminate workflow silos and make data-driven decisions faster."

• Aubrey Cattell, VP Developer Platform & Partner Ecosystem at Adobe:
  "Now it's easier than ever to benchmark content, analyze cross-channel performance, and grow your business."

This integration between Metricool and Adobe Express represents the convergence of creative content development and performance-driven marketing. As brands look to boost their efficiency and deepen customer engagement, the partnership sets a new standard for a fully integrated, insight-led approach to content and social media management.

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Retail media is rapidly evolving, and with over 80% of shopping transactions still happening in physical stores, there's a major opportunity for retailers to activate campaigns closer to the point of sale. Koddi, a leader in commerce media technology, has partnered with In-Store Marketplace (ISM) to help retailers bridge the gap between digital and in-store advertising. This collaboration aims to provide a seamless experience for brands looking to deliver integrated, impactful campaigns that reach consumers both online and in-store.

Highlights of the Koddi–ISM Partnership

• Retail's Physical Powerhouse

  • Over 80% of purchases still occur in-store, making it a crucial touchpoint.

  • In-store audiences are on average 84% larger than digital ones.

  • Physical stores offer a high-impact channel for last-mile conversions and promotional engagement.

• Unified Cross-Channel Campaigns

  • Koddi’s direct integration with ISM offers retailers a unified platform for managing on-site and in-store media.

  • Simplifies operations by reducing reliance on multiple vendors and technologies.

  • Retailers gain a streamlined content and ad management system across 31,000 connected stores.

• Enhanced Campaign Performance Tracking

  • Enables measurement of both online and in-store campaign effectiveness.

  • Offers comprehensive insights into brand lift and sales attribution across touchpoints.

  • Supports smarter media investments and more targeted consumer engagement.

• Scalable Infrastructure and Future Plans

  • Koddi continues to invest in infrastructure to scale in-store activations.

  • Plans are underway to deepen integration with ISM, offering easier retail media buying processes this summer.

  • Retailers benefit from greater flexibility and elevated buy-side accessibility.

• Leadership Perspectives

  • Koddi’s Nicholas Ward highlights the significance of bridging digital and physical retail for holistic growth.

  • ISM’s Paul Brenner underscores the value of accessing $749B in consumer spend through their connected store network.

The partnership between Koddi and ISM signifies a major leap forward in retail media strategy—one that embraces the power of physical stores and integrates it into the digital media landscape. By eliminating fragmentation and offering unified control, this collaboration sets a new standard for retail marketers seeking full-funnel campaign performance. With upcoming expansions in place, the partnership is poised to redefine how retail media is planned, executed, and measured across all shopper touchpoints.

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