Connected TV (CTV) ad spending is expected to reach $33.35 billion this year, with retail media experiencing 19.7% growth, outpacing overall digital ad spending growth of 8.8%. Marketers must navigate unique challenges within these environments, relying on robust third-party data for unified targeting and measurement. CTV's fragmentation complicates targeting, necessitating scalable data infrastructure and partnerships that enhance activation across platforms. This approach extends audience strategies into CTV while maintaining precision, ultimately optimizing engagement across screens and contributing to broader marketing goals.
CTV ad spending is projected to reach $33.35 billion this year, while retail media's 19.7% growth will be more than double the growth in overall digital ad spending.
To harness these channels' full potential, marketers need more than isolated pockets of first-party data or walled-garden insights.
Working with a provider that can deliver quality data and enable activation across major buying platforms is key to making CTV part of a larger omnichannel effort.
More importantly, it ensures advertisers can bring CTV data into their broader identity spine, improving targeting and performance across screens.
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