Today, many ecommerce and retail companies are looking for new strategies to engage with customers and provide them with a better shopping experience. Having an omnichannel approach helps retailers connect advertising to sales through new tactics like offering online ordering, in-store pick up, and home delivery. In addition, commerce companies are providing customers with new shopping experiences with livestream selling and augmented and virtual reality (AR/VR). Connecting with customers through digital will require companies to have access to first-party data to better understand how to create effective targeted ads.