Connected TV is entering a new phase from brand storytelling to measurable commerce. Platforms like Amazon, Disney, Roku, and Paramount are embedding shoppable and interactive experiences directly into premium streaming environments. This playbook explores how CTV becomes commerce-enabled: from data-driven targeting and retail media integration to the creative formats that convert viewers into buyers.
Based on 60 pages of market data, case studies, and technology insights, it outlines how advertisers, platforms, and broadcasters can move from experimentation to always-on, shoppable TV strategies.

Target Audience

• Advertisers & Agencies exploring new performance and brand integration models

• Retail Media & CTV Platforms building data-driven monetization strategies

• Investors & PE Firms assessing AdTech and commerce convergence opportunities

• Product Leaders designing scalable CTV commerce ecosystems

Estimated Reading Time: ~25 minutes