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Publicis Groupes Cruz Sees Evolution In The Fusion of CTV and Retail Media Beet.TV [Video]

Global Marketing Strategies

MARCO ISLAND, FL — Retail media is not just climbing; it’s soaring, and Connected TV (CTV) is the wind beneath its wings.

With the convergence of highly engaged audiences and high-impact content, CTV has become the new frontier for retailers who are lighting up their own ad operations.

But, in this video interview with Beet.TV at IAB’s Annual Leadership Meeting, Jill Cruz, EVP, Commerce Strategy, Publicis Groupe, says nuance is needed.

“If you are a retailer and you are sitting on valuable data and you want to monetize that data, is that a retail media network or are you just a data provider?” Cruz asks.

She anticipates growth in other categories such as automotive, airlines, and hotels, which will likely lead to a more fragmented landscape.

Along the way, she sees an evolution: “How we use those networks and who uses them will be very different than how an Amazon …

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