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1、 Retail Media Goes to the Movies How the Convergence of Commerce Media&Video Will Transform Shopping April 2024 Jeffrey Bustos,Vice President,Measurement Addressability Data Center 1 Table of Contents 1.The Convergence of Commerce Media and Video-2 Developing an Effective Video Strategy-5 Understand

2、ing Challenges-7 Best Practices for Creating Engaging CTV Ad Experiences-9 Media Planning and Creative Strategy Best Practices-11 2.Measurement and Optimization-15 Measuring Success in CTV and Shoppable Video-17 Balancing measurement with objectives-18 Optimization Strategies for CTV and Shoppable V

3、ideo-19 3.Data Partnerships and Monetization Opportunities-21 Unlocking the Potential of Data Partnerships with Data Clean Rooms-21 Understanding Ad Operation Requirements for Publishers-23 4.Embracing a Data-Driven Future-26 Key-Takeaways-28 Acknowledgement-29 Video Initiatives and Working Groups-3

4、1 Commerce Initiative and Working Groups-32 Upcoming Events-32 About IAB-33 Contact Information-34 2 1.The Convergence of Commerce Media and Video The convergence of retail media and video is revolutionizing the advertising landscape,creating partnerships that benefit retailers,CTV platforms,brands,

5、and consumers.This integration reshapes advertiser reach and enhances ad personalization and effectiveness.CTV platforms provide large-scale engagement opportunities,holistic user experiences,robust consumer relationships,and high-fidelity data for improved match rates.By combining shopper data with

6、 creative technology and comprehensive measurement and targeting capabilities,marketers achieve greater relevancy and results,leading to a more impactful and enjoyable viewing experience for streamers.Currently,over 85%of households are CTV-enabled,showing a growing preference for Ad-Supported Video