But getting a clear read on results isn't easy in today's fragmented media landscape. "It's becoming harder as a media buyer to figure out how to buy live sports because there are so many access points," said Alex Block, EVP of global programmatic at Jellyfish, an agency owned by The Brandtech Group.
Advertisers that buy Samsung inventory through the Amazon Ads DSP can use both companies' data to target CTV campaigns, as well as measure post-campaign results. This inventory includes ad spots on Samsung TV devices and the Samsung TV Plus network of FAST channels. In other words, a marketer trying to reach a particular type of shopper - parents who buy diapers, for example - can match that interest to segments within Samsung's network where those types of shoppers are highly likely to appear.
MetaRouter may have cracked the code. Its clean-room-style approach lets brands run campaigns across multiple retail networks without exposing commercial secrets. The only constant is change. IAB leadership warned that consolidation is inevitable and agentic AI could accelerate disruption. Data is the new fuel. Clean rooms, first-party data strategies and privacy-safe attribution were recurring themes across nearly every panel. Think beyond holidays. Marketers were reminded that peak shopping moments aren't just Black Friday or the Super Bowl - commerce media now touches year-round cultural events.