Cookieless identity, clean rooms, CTV, and retail media convergence
Key Questions
What trends are accelerating cookieless identity solutions?
Chrome changes, clean rooms, and first-party data strategies are key drivers amid declining third-party cookies. Deals like Publicis-LiveRamp and W3C Attribution API support privacy-first measurement.
How large is the CTV advertising market?
CTV is projected at $37.95B with YouTube holding 12.5% TV share. Acquisitions like Fox-Roku for $22B and Amazon Prime Video ads generating $3.9B highlight rapid growth.
What is retail media's market size and growth?
Retail media is valued at $69B with Walmart showing +37% ad growth. Onsite vs offsite vs in-store taxonomy reveals an 80% in-store spend vs 90% online ad spend mismatch signaling expansion opportunities.
How are platforms bridging social and CTV?
Smartly and Roku integrations enable cross-channel video planning. Netflix is expanding programmatic to Pause Ads and live inventory while doubling ad revenue toward ~$3B.
What concerns exist around CTV transparency?
Netflix licensing publisher content while limiting ad measurement raises issues. Persistent buying silos and frequency problems call for unified cross-channel planning.
CTV and retail media continue expanding while platforms and retailers consolidate cross-screen buying. DV360, Netflix, Roku/Fox, Walmart/Vibe.co, and Best Buy are pursuing integrated activation and measurement, but buyers still face siloed frequency management, inconsistent incrementality evidence, and unclear identity portability. MMM, CRM identity, clean rooms, and privacy-safe APIs must work together rather than be treated as substitutes.