The Convergence Of CTV And Commerce Media

Thought Leaders Circle
Written By TVREV

For years, CTV and commerce media operated in separate lanes. CTV was upper-funnel and hard to measure. Commerce media lived on-site, proving itself in real time.

That's changing. Retailers are bringing their first-party data such as purchase history and customer lifetime value, directly to CTV. The infrastructure making this work is made up of secure data clean rooms that let both sides match records without exposing raw data.

But data only gets you so far if the creative doesn't earn attention on the biggest screen in your house. The brands winning Q4 pair smart targeting with creative formats built for CTV, and the results prove it: triple-digit ROAS and incremental customer acquisition.

For brands planning your Q4 strategy, the question is clear: Can you close the loop on CTV commerce data, or are you still buying on reach? In this video, Taylor Stewart, VP of Growth & Emerging Channels at TripleLift breaks down how commerce media finally lets you prove CTV performance cleanly and at scale.  

TVREV

TVREV captures the voices and insights of executives in the TV, digital and advertising industries. Our insights, reports, newsletters, videos and events are guideposts for everyone in the greater television ecosystem, from programmers and distributors to advertisers and adtech companies.

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