We’re in the middle of a streaming revolution—but what’s less obvious is that we’re also witnessing a shopping revolution. As Connected TV (CTV) becomes more data-rich and interactive, brands are using it to serve not just ads, but contextually relevant shopping experiences.

This new intersection of entertainment and commerce is known as contextual commerce, and it’s quietly transforming how eCommerce brands reach and convert their audiences.

What Is Contextual Commerce? Contextual commerce uses real-time content signals—what a person is watching, the type of content, and even time of day—to dynamically place ads that feel relevant and timely.