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First came search.

Then came social.

Now, we’re in the third wave of digital advertising.

Here are the five key elements powering this wave we’re riding:

1. Commerce media has evolved from in-store displays to digital ads integrated across various platforms, allowing brands to reach consumers close to their purchase decisions.
2. Retail-Agnostic Media Platforms (RAMPs) have expanded commerce media by using zero- and first-party data from multiple retailers, providing broader audience reach and deeper personalization beyond individual retailer networks.
3. The rise of hybrid shopping requires advertisers to engage consumers across various touchpoints, from online to in-store, offering consistent, tailored messaging throughout the purchase journey.
4. As third-party cookies decline, zero- and first-party data, directly provided or collected from consumers, allow brands to better personalize their marketing efforts and build more effective audience segments.
5. New measurement frameworks, including data clean rooms, offer better ways to track the effectiveness of ads, particularly across both digital and physical shopping experiences, improving return on ad spend (ROAS) and return on investment (ROI).

Check out Fetch’s report for a deep dive on each defining element.

👀 Sponsor this spot to share your product or service with our community.

You can now test out a beta version of Adobe Firefly’s AI video generator for free.

Using a text-to-video or image-to-video prompt, AI will generate up to 5 seconds of animated or photo-realistic video, which you can configure based on camera pans, movement intensity, angle, and shot size.

Notably, this model is also capable of producing videos with text—and if you’ve used AI image generators, you know this has some novelty.

A plus: it’s trained to be commercially safe, in theory.

Place a Classified Ad in a Friday edition of The Daily Carnage for just $99.

What you get:

• 200 characters 📣
• An internal link 🔗
• Your ad lives on our site indefinitely 💛

Let’s get it on the calendar.

Ghetto Gastro, a Bronx-based culinary collective founded by artist Jon Gray and chefs Pierre Serrao and Lester Walker, make some fire Brown Sugar and Sweet Potato toaster pastries.

And to promote them, they’ve set up a real Ghetto Gastro hotline (1-833-GHETTO-1), which you can use to win merch and unlock special offers.

Even more, they’ve tapped good friend Gwyneth Paltrow for the first of a retro-feel series of short films. The queen of kale enemas herself calls the hotline for a quick food fix, and right away a little toaster on wheels is dispatched across town to her precise location.

It’s classic, feel-good, flavorful scaffolding for more memorable campaigns to come.