Walmart and Roku’s shoppable TV collaboration and its creative possibilities

Walmart, the US retailer, and Roku, the streaming service, are collaborating on shoppable TV ads at a huge scale.

Performance was high on the agenda at The Cannes Lions International Festival of Creativity 2022, but with significant changes: 2022’s festival was the first after the two long pandemic years during which many people had little to do but shop (and watch...