1、1|RetailX|May 2026RXMCTV26RP 2026 CTVOTT&STREAMINGIn partnership with:MAY 2026 RXMCTV26RPretailx.events2|RetailX|May 2026RXMCTV26RP 2026 IntroductionContentsStrategic overview 03The CTV,OTT and streaming ecosystem 06The key players 07Partner perspective:VIDAA 10Age of the giants?11Small gains:CTVs l

2、ong tail 13Measuring success 15Case study:Channel 4 17Case study:Amazon Ads 19Case study:Samsung Ads 20What lies ahead 21Conclusion 23Welcome to the first RetailX CTV,OTT and Streaming Report.This may seem like something of a departure,but my interest here started when it became clear that more and

3、more of the conversations I was having with retailers and brands were turning towards CTV as an advertising and marketing medium.As the strategic overview(page 3)here argues,its perhaps a surprise that its taken so long for this to occur since the key technologies that have enabled todays digital wo

4、rld have been with us since the noughties.What was missing 20 years ago was the rich data on which so much business now rests.Missing too,or at least less sophisticated,was the technology to combine data sets without giving away customer data.And perhaps too,in the age of cookies,it was just easier

5、to follow people around the web rather than to try and analyse their journeys across different channels.No longer.The wider TV ecosystem is at an inflection point.From broadcaster to brands and agencies to tech providers,every player in the value chain is undergoing a period of transition.This is be

6、ing driven by shifts in consumer behaviour,the transition from linear transmission to digital-first offerings,the growing importance of first-party data and the demand for measurable performance.Each one is disruptive to the existing ways of doing business but combined,they are opening up huge oppor