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Annie Vines Discusses the Intersection of Retail Media and CTV

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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.

📏 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.

🎨 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.

About TripleLift

We’re TripleLift, an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the world’s leading brands find audiences across online video, connected television, display and native ads. Brand and enterprise customers choose us because of our innovative solutions, premium formats, and supportive experts dedicated to maximizing their performance. We are part of the Vista Equity Partners portfolio. As an NMSDC certified minority owned business, we qualify for diverse spending goals and are committed to economic inclusion. Find out how TripleLift raises up the programmatic ecosystem at triplelift.com.