Commerce CTV: When Television Becomes a Commerce Media Channel
Connected TV is changing faster than any other medium.
What began as a premium environment for brand storytelling is turning into an interactive, measurable, and commerce-enabled space.
As ad-supported streaming grows and retail media enters the living room, broadcasters, streamers, and advertisers face a new question:
How can CTV move beyond awareness and become a direct driver of sales?
Our new Commerce CTV Playbook 2026 explores exactly that transformation - and how technology, data, and creative formats turn viewers into buyers
Read the full Playbook: polarisfactor.com/commercetv
CTV moves from brand impact to business impact
For years, Connected TV was primarily about reach and storytelling.
Now, the industry is entering a measurable phase: interactive and shoppable formats, retail media data integrations, and closed-loop attribution are bringing the precision of digital advertising to the big screen.
Amazon, Disney, Roku, and Paramount already embed shopping functionality directly into their platforms -proving that commerce is becoming a natural part of the CTV experience.
Why this shift matters for broadcasters and streamers
Broadcasters and streaming platforms are in a unique position.
They combine premium content, high user trust, and the ability to control the viewer experience end-to-end.
Integrating commerce capabilities - from in-app checkout to companion apps - can open new, measurable revenue streams beyond traditional advertising.
It’s no longer just about selling ad inventory.
It’s about creating commerce-enabled ecosystems that connect content, data, and transactions.
Data, technology, and creative convergence
The Playbook outlines how the “data spine” of commerce TV works: identity resolution, retail media integrations, attribution systems, creative automation, and checkout layers that allow purchases directly within a broadcaster’s environment.
This convergence of AdTech and Retail Media will define the next growth phase of digital video.
What to expect from the Playbook
Growth data from Germany, the US, and global markets
Measurable performance benchmarks (+36% brand recall, +27% dwell time)
Emerging creative formats and interactive design principles
Real-world examples from Amazon, Disney, Roku, RTL, NBCU, and more
The Commerce CTV Playbook 2026 summarizes 60 pages of market data, case studies, and technology insights.
It’s designed as a strategic guide for advertisers, broadcasters, retail media platforms, and investors navigating the convergence of TV, data, and commerce.
Download the Playbook
Connected TV is no longer just a screen - it’s a storefront.
Discover how to make the most of it.
Download the full Playbook: polarisfactor.com/commercetv
About Polarisfactor
Polarisfactor is a strategy and technology consultancy specialized in AdTech, media, and platform ventures.
We help decision-makers, investors, and product leaders design and scale advertising-driven business models combining market insight, data, and hands-on execution.
