Advertising and retail are in flux. The past two years have seen radical changes in nearly every aspect of the shopping experience: the way brands market to customers; the way consumers search for the products they need; the way goods are shipped and collected; and the ways in which consumers pay for their purchases.

In a period of such comprehensive change, it can be difficult to assess the impact of a single trend. However, one overarching shift can help to explain many of the other changes taking place in retail and commerce: the convergence of media and retail. This trend is having profound effects on consumer behavior, and the brands that have recognized this new environment are poised to take advantage.

Read the latest article by our CRO US Jeff Ephraim Bander in advertising week: