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Power CTV performance with retail media. Combine retail data with CTV to optimize year-round, enhance targeting, and drive measurable outcomes. Yahoo DSP connects commerce insights with ad exposure for smarter strategy and lasting impact.
Mike Merna
Sr. Director of Commerce Media at Yahoo
Integrating Retail Media into Your Long-Term CTV Strategy
In the evolving landscape of CTV advertising, a powerful trend is taking center stage: the integration of retail media. Advertisers are discovering how combining the vast reach of CTV with the detailed consumer insights from retail data can revolutionize their campaigns, driving more effective and measurable outcomes. While leveraging this connection during peak seasonal moments like the holidays is highly effective (as explored in our previous blog post "When CTV meets Retail Media for your holiday campaigns"), the true power of retail media in CTV lies in its ability to drive long-term optimization and continuous growth.
This post will explore how integrating retail media into your CTV strategy can address common challenges and build sustained success, shifting from short-term tactics to year-round, data-driven optimization.
The Need for Integration – Addressing Common Issues
CTV advertising presents unique opportunities, but it also comes with challenges. To maximize its potential, advertisers must address key pain points related to measurement and optimization.
The Power of Retail Media in CTV Campaigns
Integrating retail media data into your CTV strategy can overcome these challenges and unlock powerful opportunities for optimization and growth.
How Retail Media Enhances Audience Targeting
Retail media data provides a wealth of insights into consumer behavior and purchase intent. It offers a level of granularity that traditional demographic targeting simply cannot match.
Continuous Optimization and Long-Term Value
Retail media integration is not meant to be used for one-off campaigns; it’s about building a data-driven engine for sustained success.
How Yahoo DSP Helps Integrate Retail Media into Your CTV Strategy
Our platform is strategically designed to integrate your CTV advertising with real-world retail (and commerce) data on the Yahoo DSP, ensuring campaigns are not only seen but also drive measurable outcomes.
The Lasting Value of Integrating Retail Media in CTV
Integrating retail media into your CTV strategy is essential for long-term growth and success. By overcoming common challenges and leveraging the power of data, advertisers can build campaigns that resonate with their target audience and drive measurable results. Yahoo DSP provides the tools and solutions needed to seamlessly integrate retail media, optimize campaigns over time, and achieve a holistic advantage.
Stick around for our last post where we'll sum it all up and give you the 'CTV Strategy Playbook: From Script to Screen' – a practical guide for creating effective CTV campaigns to take your CTV game to the next level!
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About Mike Merna
Mike Merna is Sr. Director of Commerce Media at Yahoo, where he leads a team focused on strategic partnerships, data integrations, and monetization strategies. He brings over 30 years of experience across the CPG, Healthcare, and Retail sectors, with leadership roles at Quotient Technology, Oracle Data Cloud, Pfizer, Bayer Healthcare and The Mars Agency. He’s led retail media sales and commercialization efforts on behalf of a wide range of North American national and regional retailers across grocery, convenience, pharmacy, and mass channels.