According to Adam Paul, executive director of media alliances at LiveRamp, the old-school programmatic ads – the ones bought across multiple platforms without regard to context or audience – are underperforming on CTV these days.
Brands without scalable first-party data are turning to retailers to connect directly with customers. At the same time, writes Andreas Reiffen, CEO of Crealytics, retailers are seeking ways to combat margin pressure, emulate Amazon’s extraordinary advertising success, deepen relationships with brand partners, and better understand their customers. Cue the retail media boom.
