CTV and Retail Media Converge to Enable Shoppable TV Experiences
· 2h ago · Originally reported by Agency Reporter
Connected TV (CTV) platforms are increasingly integrating retail media capabilities, allowing viewers to shop directly from their screens. This trend is driving new partnerships between streaming services and retailers, aiming to blend entertainment with commerce.
Why it matters
This matters because it signals a shift in how ads are delivered and measured, merging TV viewing with online shopping and creating new revenue streams for both media and retail companies.
Explain it like I’m new here
It's like watching your favorite show and being able to buy the cool sneakers you see on screen with just a click.
Read the original at Agency Reporter
Terms in this story
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.
Shoppable ads
Shoppable ads are ads that let people browse or buy the featured products directly, or with one tap or QR scan, instead of only showing the product and linking elsewhere.
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