How advertisers are connecting CTV and retail media to add value

Ed Dinichert, Chief Revenue Officer, TripleLift

Some advertising media can take hold very quickly. Retail media and connected TV were fringe considerations just a few years ago but have gone mainstream. They rose independently of each other, but marketers are now combining the two to create opportunities larger than the sum of their parts.   

Retail media and CTV are the two fastest-growing ad mediums today. In 2024, U.S. retail media ad spend will total $54.85 billion, with CTV at $28 billion. Both offer scalable, targeted advertising, data-driven insights and personalization. Combining the two presents unique opportunities for brands to use first-party retailer data to find the right consumers and deliver dynamic advertising creative.

Using insights from retailers to reach consumers across the CTV landscape benefits advertisers in ways that make their campaigns more impactful and inform future campaigns. 

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