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CANNES — The future of advertising may well lie at the intersection of two of the fastes t-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."
Overcoming Fragmentation and Measurement Challenges
However, there are still hurdles to overcome before CTV and retail media can truly come together in perfect harmony.

Fragmentation across the CTV ecosystem, lack of standardized measurement, and difficulty attributing conversions across devices and platforms are all see as holding back progress.

"Retail media is kind of accustomed to the lack of standardization and on CTV there is no cohesive measurement," Vines tells TVREV co-founder Alan Wolk. "So it makes it a little hard to measure ROI or any type of conversions when the measurement's not consistent across the different CTV platforms."
Creative Innovation is Key
TripleLift is a technology company specializing in programmatic advertising solutions. Their platform utilizes computer vision technology to integrate advertisements with content, enhancing user experience and engagement.

TripleLift's services include native advertising, branded content, and OTT (over-the-top) video ads, which are designed to be less intrusive and more contextually relevant.

For retailers looking to dip their toes into the CTV waters, Vines advises getting comfortable with being in different parts of the funnel beyond just the bottom. Personalization and creative innovation will also be vital to driving outcomes.

"At TripleLift, we are using our learnings from our web executions to inform our CTV strategy," says Vines. "At the end of the day, we keep coming back to ad innovation and innovation in the creative for CTV."

For more videos from this series, please visit this page.