It's An Adventure Alright; The Thumbstop And Shop | AdExchanger

"The Trade Desk's shiny new TV operating system is called Ventura. But it could be known as "Fetch." Because, like, it's never gonna happen. Next up is DirecTV, which announced an integration with Ventura this week. However, it's not a default or exclusive arrangement. The idea is for companies that have their own TV footprint but aren't manufacturers, like hotels or airlines, to offer a simplified and effectively monetizable interface to their viewers."

"Take You To The Candy Shop TikTok Shop, the company's ecommerce arm, has been working directly with food and beverage brands to develop new flavors, run R&D and offer limited-time products to superfans. The services are part of TikTok's effort to recruit CPG brands, said TikTok Shop's head of food, Amanda Parker, at the Groceryshop conference in Las Vegas last month. She also said the food and beverage category on TikTok has more than doubled since the beginning of last year."

"Still, for most CPG brands (especially digital natives), TikTok is a stepping stone toward driving sales in actual grocery stores (with refrigerators, etc.), rather than a pure ecommerce play. In the meantime, TikTok benefits by being more strategically aligned with important advertisers - all the while keeping eyeballs on its platform longer while brands unveil these promotions. Ad Ex Machina Every few months, some tech company claims to have invented the first AI influencer."

Ventura is presented as a new TV operating system positioned to be integrated by companies that control TV footprints but are not device manufacturers, enabling simplified, monetizable viewer interfaces for venues like hotels and airlines. DirecTV announced a non-exclusive integration with Ventura rather than a default arrangement. TikTok Shop is partnering directly with food and beverage brands to develop new products, run R&D and offer limited-time items to superfans, supporting recruitment of CPG advertisers and growing the food and beverage category. TikTok usage helps drive both platform engagement and downstream retail sales opportunities. Periodic claims arise about AI influencers from various tech companies.

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