# Consumer Intent Shifts in Commerce

> Brands must adapt to real-time consumer intent shifts to avoid falling behind.
- Title: Consumer Intent Shifts in Commerce · Adweek | Shortify
- Summary: Brands must adapt to real-time consumer intent shifts to avoid falling behind. Brands ignoring real-time consumer intent risks being left behind in commerce…
- Keywords: consumer intent, commerce media, uber ads, wpp media, affinity solutions, mastercard, Consumer, Intent, Shifts, Commerce, Adweek
- Source: Adweek — https://adweek.com/commerce/capturing-the-moving-target-of-consumer-intent
- Author: Dawn Papandrea
- Published: 2026-10-12T21:46:47+00:00
- Read time: 1 min
- Topics: consumer intent, commerce media, uber ads, wpp media, affinity solutions, mastercard
## Consumer Journey Shift
Brands following linear customer journeys risk being left behind as consumer intent moments become more critical.

> What we’re seeing within our ecosystem at Uber is that the consumer journey is really collapsing
## Real-Time Intent Focus
Uber Advertising emphasizes capturing high-impact consumer intent moments where users show openness to messages.

> It’s thinking about how you capture them, how do you get in front of them in a moment where they’re open to that message
## Fragmented Metrics
WPP Media notes over-indexing on specific touch points due to fragmented consumer mindsets across products.

> What made sense a year or two ago is not making sense anymore
## Affinity Solutions Partnership
Uber Ads partnered with Affinity Solutions to demonstrate data-driven commerce media connecting to in-store sales outcomes.

> If a user is exposed to sponsored listings, the impact on actual in-store sales increases dramatically
## KPI Strategy Shift
WPP Media advocates measuring actions that deliver users to outcomes rather than just final results.

> We’ve started, for a lot of clients, measuring for actions that deliver a person to that outcome
## Future Focus
Uber Ads aims to grow the ecosystem by understanding consumer intent signals across delivery and rides apps.

> How can we ensure that we are using our intent signals of movement across both our delivery and our rides app
## Key takeaway

Brands ignoring real-time consumer intent risks being left behind in commerce media strategies.