Commerce Will Play a Major Role in Connected TV's Future

Disney and Discovery execs see 'tremendous opportunity' in the space

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Connected TV is one of the most rapidly growing markets when it comes to market share and ad spend, and those trends have only accelerated in the past two years during the pandemic.

For the largest players in the space, commerce practices are emerging as an area of priority.

At an Omnicom Media Group event held in conjunction with CES, Jeremy Helfand, svp and head of advertising platforms for Disney media, entertainment and distribution, described commerce as a “tremendous opportunity” in the connected TV space.

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