Trust is the new currency in commerce media

For years, digital advertising operated on a simple premise: more visibility drives more growth. Impressions, placements, targeting, reach: the levers were obvious, and everyone pulled them. But consumers have changed. Today’s shoppers are more skeptical, more privacy-conscious, and more selective about the brands they engage with. They’re quicker to abandon experiences that feel intrusive and increasingly resistant to advertising that interrupts rather than helps.