Marketers can’t afford to stand still. The trends we’re seeing – cross-channel strategy, agentic automation, incrementality measurement, and the resurgence of TV – are more than buzzwords; they're signals of a larger shift in how growth-focused brands will win this year.

Introducing the Incrementality Fund, a fund dedicated to helping Shopify Plus and other scaling direct-to-consumer merchants uncover the true impact of TV advertising.

For years, TV advertising has felt out of step with how modern marketers operate. While search and social platforms let you target audiences, optimize in real-time, and track performance down to the dollar, TV remained rooted in high-ticket super bowl spots and awareness – only measurement. The launch of Universal Ads changes that.