What’s In Store for Retail Media Networks industry leaders explored how Connected TV (CTV) is reshaping the future of retail media. Ben Reynolds (Walkbase), Lindsay Pullins (Roku), and Jay Rajdev (ITV) discussed the intersection of CTV and retail data, the need for collaboration, and the opportunities ahead for retailers, advertisers, and media platforms.
Retailers and brands are looking beyond traditional digital ad placements to create more meaningful customer connections. CTV presents a unique opportunity, acting as both an awareness driver and a performance marketing tool. As Pullins noted, Roku’s dominance as the leading TV operating system in the US, Canada, and Mexico allows advertisers to tap into valuable data insights while offering consumers a seamless viewing experience.
Rajdev shared how ITV, the UK’s largest commercial broadcaster, is working with retailers like Tesco and Boots to create data-driven ad solutions. With over 200 campaigns executed and 70+ measurement studies completed, ITV is demonstrating how retailer data can be leveraged for precise audience targeting on the big screen.
While CTV provides an engaging format, brands and retailers still face challenges in navigating media fragmentation. Audiences are spread across platforms like TikTok, YouTube, and social media, making it essential to unify marketing strategies across channels.
For ITV, this means integrating retailer data into its self-service programmatic platform, PlanetV. Rajdev highlighted how ITV is automating audience segmentation to streamline ad targeting for retail brands, taking cues from the ease of use found in platforms like Meta Ads Manager and DV360.
Pullins echoed this sentiment, pointing to Roku’s ability to collapse the marketing funnel by combining brand awareness with measurable retail outcomes. By integrating retail media data with CTV campaigns, advertisers can move beyond Return on Ad Spend (ROAS) to track incrementality and long-term impact.
As retail media matures, the next frontier is making advertising more actionable. Both Roku and ITV are investing in solutions that reduce friction between awareness and conversion.
Both speakers stressed that successful retail media partnerships require cross-functional collaboration. From aligning efforts on data privacy policies to co-developing business roadmaps, retailers and media companies must work together to unlock the full potential of CTV advertising.
As Reynolds summed up, “We’re moving beyond silos to build highly targeted, data-driven media strategies that work for both brands and retailers.”
With the continued growth of CTV and the increasing sophistication of retail media networks, 2025 is shaping up to be a pivotal year for advertisers looking to close the loop between brand awareness and measurable sales impact.
You can see the discussion here.
