The Lure of CTV: Blurring Definitions and Advertiser Skepticism
Connected TV (CTV) advertising continues to surge, capturing significant digital video ad spend across industries. However, the rapid expansion has brought a growing ambiguity around what constitutes true CTV. Various platforms—including gaming environments, social media apps, and some retail partnerships—are increasingly positioning themselves under the CTV umbrella. This broad application often lacks clear alignment with the traditional definition centered on streaming content delivered on television screens.
For advertisers, this blurring triggers skepticism. When platforms stretch the CTV label without substantiating it, trust diminishes. Advertisers begin to question the authenticity of claims, which risks eroding the perceived value and disrupts measurement consistency. The confusion undermines the distinct benefits that genuine CTV environments offer in reach and engagement.
Retail Media’s Unique Power: Beyond the CTV Label
Retail media networks hold a markedly different position in this landscape. Their value extends beyond video delivery formats and lies fundamentally in first-party data and direct commerce connections. Retail media leverages robust consumer insights gathered at the point of sale, enabling precise targeting and real-time attribution that general CTV offerings cannot match.
This differentiation means retail media should avoid conforming to broad CTV categorization. Instead, it can serve as a complementary channel that drives incremental sales within a broader media mix. By anchoring its identity on data transparency and commerce integration, retail media delivers measurable outcomes that justify advertiser investment.
Clarity and Credibility: The Winning Strategy for Retail Media
Moving forward, retail media platforms will benefit by firmly embracing their authentic format. Clarity about what retail media represents—precision targeting powered by first-party data and seamless link to purchase—builds trust with advertisers and distinguishes it from vague CTV assertions.
Success will stem from transparent communication and innovation within retail media’s own capabilities. Rather than chasing inflated valuations through mislabeling, retail media must focus on delivering verifiable results and demonstrating its role as a distinct, high-value component of the video advertising ecosystem.
Authenticity and credibility are the cornerstones upon which retail media can sustain long-term growth amid an evolving and fragmented media landscape.
