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Consumers do not make linear journeys through the purchase funnel, but instead might usefully be depicted as sitting within a “trust loop”, public relations consultancy Edelman has argued. Marketers ...

Sharing insights into how shoppable ads fit into the funnel, the spokesperson highlights that they reduce friction in the purchase journey and make it easier for consumers to discover more brands.

The 2025 Purchase Funnel Study, conducted by GfK/NIQ and commissioned by TVB, analyzed the behavior of consumers exposed to advertising across six categories through any of 20+ media platforms.

Use precise geolocation data and actively scan device characteristics for identification. This is done to store and access ...