Attention and purchase have lived in separate buildings for the entire history of advertising. "A moment of attention, connected to a moment of purchase," said Sheema Golbaba, VP Strategy at Yahoo. That's not a funnel. That's what replaces it.

IFA Berlin recap from Jon Uleis, lead web developer at IRCODE: the experience he helped build into @TiVo OS, a robot playing a Yamaha keyboard, and meeting the TiVo guy! #IFA2026

"You just made this for everybody." That's the sound of a category opening up. will.i.am said it to our CEO Matty Beckerman. When a corner shop can build what a global brand builds, the edge stops being budget and becomes imagination.

Eleven seconds, one clean answer. The future of shoppable television? You don't need a QR code. TV that reacts to the brands you like and gives you instant, accurate answers in real time, that is IRCODE.

We sat down with @TheMediaStack to talk about where IRCODE is headed, from our first live market to every screen in America. Read it below. themediastack.co.uk/p/after-…

Pause your show. Find the code. Open your camera. Hope it works. Land on a generic page. Figure out why you're there. Six steps, and we call it "interactive."

omnichannel (n.): the same asset resized 14 times, equally ignored on every platform.

will.i.am finding out the image IS the code at #CannesLions2026

cannes ready (adj.): bold, emotional, measurable, premium, AI-powered, creator-led, shoppable, approved by legal at 11:58 p.m.

Good morning from Cannes Lions!

A creative team spent months on the story. A media team spent millions placing it. A brand team wanted engagement. The solution: "can we add a QR code?" The most beautiful asset in the campaign, babysitting a barcode.

The industry trained us to chase feelings we can't trace. We think that's backwards. Move people. Then prove it. We treat the funnel. #IRCODE #MediaTherapy #Cannes #CannesLions #Attribution #MarketingFunnel #AdTech #BrandMarketing #PerformanceMarketing

We need to talk about QR codes. They had a good run: menus, check-ins, pandemic everything. But if your interactive TV strategy still depends on a tiny square in the corner of beautiful creative, we have a problem.

innovation (n.): a word used in meetings right before someone suggests a QR code.

Sinclair has made a strategic investment in IRCODE. IRCODE Lens launches across Sinclair's Salt Lake City and Austin stations in July, bringing interactive, measurable television to broadcast at scale.

Interactive CTV engagement just got cut in half. 1.84% → 0.92% in a year. Ours runs 0.8–1.0% engagement and 32.5% CTR on live network ads. The difference? We built for the viewer. Book a demo: ircode.com/contact

shoppable TV (n.): a QR code nobody scanned, presented as a case study.

attribution shouldn't be whatever podcast your CEO listened to this weekend

QR codes are the cargo shorts of media technology. Useful sometimes. Elegant never. Still turning up where they have no business being. Worst QR placement you've seen in the wild? I'll go first: a stadium jumbotron, 70 feet up.

It’s so easy to create your own IRCODE. Every image and video can now be a way to connect. Simply download IRCODE, snap a photo, link it to wherever you want, and share it. Try it out. Unlock something new.