Retail Medias Unique Data Fuels Full-Funnel CTV Campaigns: DoubleVerifys Smith Beet.TV [Video]

Retail media is already the third-largest digital ad channel in the US – and it is forecast to make up a quarter of all digital ad spending by 2028, according to eMarketer.

That is because it comprises a distinctive mix of consumer transaction data and advertising inventory.

But companies emerging in the space should set their own standards and not wait for the industry, said Jack Smith, Global Chief Innovation Officer of DoubleVerify, in this video interview with Beet.TV editorial director Lisa Granatstein.

Historically, connected TV ads have been used for upper-funnel, branding-focused campaigns.

But the application of consumer data from retail media networks is allowing advertisers to also tackle bottom-of-the-funnel tactics, according to Smith.

“If you are a pet manufacturer, manufacturing pet food, as an example, you can look at purchases of pet food or other kinds of pet items and then apply that to a CTV campaign to have a hyper …