Retail Media Networks Are Buying Their Way Into CTV — And Rewriting Video Measurement in the Process
Walmart's $1.4 billion acquisition of Vibe.co, new integrations piping shopper data into Google DV360 and Yahoo DSP, and Target Roundel's DirecTV pilot all point to the same thesis: retailers are building full-stack video advertising platforms where first-party purchase data closes the measurement loop that CTV has always lacked.
By Jamie Okonkwo·8 min read