Source: Beet
Fluent and similar ad networks are monetizing the checkout moment itself—the literal last step before payment—treating the POS screen as prime inventory for commerce media, similar to how Google and Amazon colonized search and product pages. Advertisers now capture attention during commitment, when consumers are already wallet-open and decision-made, rather than during shopping. This gives lower funnel advertisers permission to interrupt the final transaction. Brands pay for that last-moment placement because the conversion rates are measurable. What was exclusively a merchant's domain is now a three-party negotiation between retailer, advertiser, and consumer at the moment of purchase.