Vibhor Kapoor is the Chief Business Officer at , an AI-powered advertising technology company. With the average consumer requiring 56 branded touchpoints before making a purchase, connected TV (CTV) has emerged as one of the most effective ways to bridge those touchpoints across channels. Once considered a top-of-funnel tool for building brand awareness, CTV has quickly evolved into a high-performing, full-funnel channel with better targeting, measurement and retargeting capabilities.
Midway through 2025, it's clear that brands are redirecting their advertising budgets at an unprecedented pace. The move toward digital isn't new, but this year's strategies highlight a deeper recalibration - one defined by AI adoption, measurement precision, and the diminishing relevance of traditional media. These shifts are not just reshaping the marketing world; they're quietly altering how consumers discover, evaluate, and buy products every day, Moonfruit reports.
The collaboration leverages features Amazon introduced in January, enabling it to serve as a third-party provider of ad-serving and reporting capabilities for retailers. Through the offering, named Amazon Retail Ad Service, outside partners can use Amazon's ad-targeting and measurement tools on their own websites and in their apps, thus providing advertisers better data regarding real-time availability, pricing and contextual information such as search queries and browsing behavior.