You nailed it — that’s been the missing link. Historically, the only players who could close that loop were platforms that controlled both traffic and checkout

You nailed it — that’s been the missing link. Historically, the only players who could close that loop were platforms that controlled both traffic and checkout (like Amazon or Walmart). What’s changing now is that AI + transaction-level APIs can bridge any store and any media source — without them needing to be the same company. So instead of paying per click, the ad network verifies actual purchases in real time. It turns the internet into a universal performance marketplace — no more guessing, just verified outcomes.