Circana’s Lindsay Pullins Bridges Retail Media and Connected TV Measurement
· 24h ago · Originally reported by Ad Age
Lindsay Pullins of Circana is working to integrate measurement solutions across retail media and connected TV channels. This effort aims to provide advertisers with a unified view of campaign performance spanning both digital retail and streaming environments.
Why it matters
As retail media and connected TV become more important for advertisers, combining measurement helps brands understand how their ads perform across different platforms, leading to better marketing decisions.
Explain it like I’m new here
It's like using one scoreboard to track how well your team is doing in both soccer and basketball games at the same time.
Terms in this story
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.
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.
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.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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