The Current Report Special Edition: Connecting streaming, retail data and live sports
We rounded up leaders from across the industry to break down some of the most pressing issues for marketers. We hear from Paramount, IPG Mediabrands, Carat Canada, HP and Publicis N2 on their thoughts around the benefits of a streaming-first buying mindset, how retail data is changing the media game and the streaming potential of live sports.
"The presence of retail media, married together with CTV is really bringing the potential of CTV as a performance medium to the forefront. When you bring together the power of streaming with retail data, we can see it evolve from being a really an awareness medium to a full funnel activation medium" says Leo O'Connor, SVP of advertising at Paramount.