For years, performance marketing has been optimized for scale. Clicks, impressions, and engagement were treated as proxies for intent. Platforms promised precision, efficiency, and measurable outcomes, but these signals often fell short of reflecting real purchase behavior.

Today, that model is under pressure. Third-party data is fading, privacy regulations are tightening, and closed measurement ecosystems limit visibility into real outcomes. Executives are now asking a critical question: Where is the incremental revenue?

This report provides a strategic, data-driven view of how performance media is evolving. It examines how advertising is structurally moving closer to commerce—into environments where real economic decisions are made.

Inside, you will discover:

• Why retail media emerged as a turning point and what it revealed about intent-driven advertising
• The difference between interest-based targeting and commerce-driven intent
• How commerce media expands beyond retail into travel, finance, subscriptions, and other high-intent environments
• Why walled gardens prioritize reach and awareness but often fail to deliver measurable incremental revenue
• How access to bottom-of-funnel, high-intent commerce inventory enables performance marketers to optimize campaigns for actual outcomes—not proxies
• The principles of Commerce Media 2.0, including off-site activation, multi-vertical signal blending, and revenue-linked optimization

This report is designed for decision-makers who want to go beyond impressions and clicks, understand the structural intent problem, and build performance strategies that deliver measurable growth.

Download the ebook now to learn how to align your media strategies with real commerce signals—and solve advertising’s intent problem once and for all.