As the pressure for revenue acceleration intensifies, video commerce is poised to redefine CTV monetization models. The question is no longer if organizations will adopt it, but whether they’re ready to capitalize on the unprecedented convergence of media, measurement, and monetization. Early adopters of automated ad operations and turnkey shoppable video will unlock ROI through real transactions, not modelled estimates. These leaders will gain a competitive edge by delivering true measurement and attribution, valuing inventory with precision, and overcoming fragmentation through streamlined, scalable solutions - the emerging new norm for the streaming ecosystem.