The Pulse.

Brands are reckoning with a fragmented funnel this week, as Digiday surfaces ongoing debate over unified measurement and whether retail media networks can actually build brands — not just convert them. On the ground, Swan Beauty and Beyond Yoga are leaning into physical and influencer activations to drive awareness, while creators are pulling holiday content earlier, compressing the already-tight Q4 calendar. In capital news, Oura heads toward IPO, Zeal closes a $10M raise, and Untuckit changes hands — even as a wave of celebrity-led brand shutdowns signals that star power alone isn't a viable business model.