Retail media growing three times as fast as CTV

Connected TV’s stable ad investment growth appears modest compared to retail media.

Connected TV is forecast to reach $42.5bn in 2028, a decade after the channel first crossed the $10bn ad spend threshold. Its CAGR rate over the next five years is forecast to be 10.4%, according to GroupM’s forecasts. 

Amid the wider ad market slowdown and slow recovery, CTV’s growth forecast would be considered healthy and stable, as the digital extension of TV is forecast to reach $25.9bn this year in ad investment. 

However, when put side by side with the fastest growing channels in the industry, the expansion of CTV is rather modest. According to...

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