Advertising-reliant publishers and platforms are all rushing to commerce as a new potential revenue stream. Publishers are adopting affiliate linking deals, while the likes of Instagram and Twitter have introduced their own variations on the buy button. But brands and publishers say that the efforts are still a work in progress. Mobile, where user patience is low, is a big headache. So are the big platforms, which aren’t embracing commerce as extensively or as quickly as many would like. Then there’s also the issue of in-feed advertising being a better deal for buying a new pair of shoes than the next six-pack of beer.
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