Brands Shifting Ad Budgets Toward AI-Led In-Housing, CTV, and Retail Media, Says Channel Factory Exec
· 4h ago · Originally reported by Storyboard 18
Brands are increasingly directing their advertising budgets toward AI-driven in-housing, connected TV, and retail media channels, according to Channel Factory's Kartik Meha. The shift signals a broader reallocation of spend as marketers seek more control, precision, and measurable outcomes from their digital ad investments.
Why it matters
These three trends—AI-powered in-housing, CTV, and retail media—represent the next frontier for ad spend growth, suggesting that traditional programmatic display and social may see further budget pressure as advertisers chase channels with better targeting and first-party data advantages.
Explain it like I’m new here
It's like stores deciding to grow their own vegetables, sell on TV shopping channels, and set up shop inside supermarkets, instead of just putting ads on billboards.
Read the original at Storyboard 18
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
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