Here’s how shoppable video will (finally) work

GUEST: The dream of being able to buy a product directly from a TV show dates back to the beginning of the new millennium. At industry conferences around the world, executives spoke longingly of a future in which viewers of the then-popular sitcom Friends could see star actress Jennifer Aniston wearing a fashionable sweater, and then, with the push of a button, purchase that very sweater for themselves.
But despite the many technological breakthroughs over the past 15 years, this holy grail of e