With in-video clickable purchasing, the entire transaction takes place without the user ever having to navigate off-page or out of frame. This means that if I see sneakers I like in my favorite Marvel movie, I could click and purchase and then continue watching without ever having to wonder what’s happening with the tesseract. Think of it like affiliate links in video content but better because I never leave the page. This tag-level integration makes shopping in video and on websites easier than anything I’ve ever seen. What it also does is bring the consumer and the content closer together.