Walmart, the US retailer, and Roku, the streaming service, are collaborating on shoppable TV ads at a huge scale – the lessons that result could change the way the industry thinks about TV advertising.

Why it matters

Walmart and Roku’s collaboration on shoppable TV ads have enormous and obvious potential – now the question turns to what kind of creative works, how creative teams optimise for this kind of creative work in what has tended to be a long-lead process, whether frictionless commerce maintains trust, and what kind of products and services will be bought online. Arguably, we’re into a...