According to Martech:

Shoppable ads are beginning to make an impact on smart TV audiences, with 55% in a new survey sample recalling seeing shoppable ads and 50% admitting to interacting with them.

The shift to streaming has made this ad type more widely experienced and it’s been around long enough that the novelty has worn off. I think that’s the point when new ad types start to gain performance traction (or don’t).

I would guess the TikTok QR code Super Bowl commercial was the tipping point for the viability or interactive TV ads.