CTV and Retail Media – A Match Made in Advertising Heaven?: TripleLifts Annie Vines Beet.TV [Video]

CANNES — The future of advertising may well lie at the intersection of two of the fastest-growing channels – connected TV (CTV) and retail media. But marrying the two is not without its challenges, says Annie Vines, Senior Director of Business Development at TripleLift, in this video interview with Beet.TV.

CTV offers a premium, high-impact advertising environment, while retail media networks provide rich first-party data and the ability to measure return on ad spend (ROAS). Bringing the two together could be a powerful combination for advertisers looking to reach audiences at scale with targeted, personalized messaging.

“We don’t necessarily think that means it can’t be successful for business outcomes,” says Vines. “When we look towards the future, I think the intersection of commerce and retail or retail media and CTV is really poised for growth and innovation.”

However, there are still hurdles to overcome before CTV and retail media can …