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.

Despite solid realtime reporting, it can take up to 24 (and maybe even 48) hours for data to fully populate the reports throughout GA4.   

I haven’t found a reliable way around this (other than paying for 360), so this is just a PSA. Processing time is inconsistent too, especially when Google services are unstable (like they are now). 

This table is from Google's official data freshness documentation:

Be wary of yesterday’s numbers in your reporting. If something seems off, you’ll need to wait a day or exclude the prior day and do trend analysis to see if anything jumps out.   

For immediate peace of mind, use realtime reporting or Tag Assistant to do a quick check, making sure things look to be firing as they should. 

Henry Ford’s “any color as long as it’s black” choice may have been too minimalist, but more, more, more isn’t always better.

Studies have found that there is a choice cliff where sales drop when too much choice is present.

Too many choices can lead to procrastination, dissatisfaction, and suboptimal decisions.

Reducing the number of choices you offer can also decrease your costs.

A good listen on how to think about the current landscape of AIs and LLMs.

Add some Douglas Rushkoff quotes for additional context:

AIs are probability engines.

If AIs are based on us (our writing, knowledge, etc.), the only way to raise better AIs is to be better ourselves.