TikTok

TikTok sits at the center of retail media's full-funnel identity crisis, featuring in coverage on why an evolving commerce funnel demands unified measurement and whether retail media networks can credibly serve as brand-building channels. The throughline in pieces like "Retail Media Networks Want Brand Budgets. Their Systems Still Reward Conversion" is that TikTok is both the pressure and the proof point — a platform blending discovery, entertainment and checkout that forces retailers to reconcile brand storytelling with conversion-obsessed measurement.