Connected TV buying, planning, and measurement integration into commerce platforms eliminates traditional barriers that prevented retail media advertisers from accessing television inventory through familiar workflows.
“This week, Universal Ads and ad tech company Koddi announced a strategic partnership that brings CTV buying, planning, and measurement into the Koddi platform,” Adam Royle, head of Strategic Partnerships at Comcast’s Universal Ads, told Beet.TV editorial director Lisa Granatstein at POSSIBLE. “This means that CTV is now accessible to commerce buyers in Koddi and it meets them where they are working today.”
The integration enables precision targeting, buying, and measurement within existing commerce advertising workflows rather than requiring separate television-specific processes.
Performance TV testing at scale
The partnership allows brands and retail media networks to treat television as performance channel through native commerce ecosystem integration, expanding both advertiser access and publisher inventory reach.
“There is an opportunity for brands and retail media networks on a tactical level to now use TV as a performance channel at scale and test it and see how it fits into their objectives,” Royle said.
This creates broader industry expansion where publishers gain access to advertisers who never used television while enabling advertisers to reach previously inaccessible TV audiences.
Friction removal addresses barriers
Traditional television accessibility required significant financial investment and technical infrastructure including creative development, measurement partnerships, buying mechanisms, and specialized expertise that limited participation.
“TV accessibility in the past came with a lot of financial burden and also a lot of technical requirements,” Royle said. “In the past to get on television, someone might not have created content. They might not have a measurement partner or a measurement plan. They might not have a buying mechanism.”
Universal Ads solves these challenges through integrated solutions delivered natively within commerce advertising environments.
Shopper data enhances targeting precision
Retail media and CTV convergence leverages shopper data to improve premium video targeting accuracy, enabling commerce advertisers to apply familiar data assets to television inventory.
Universal Ads was founded specifically to remove television friction and expand category participation through simplified access that maintains targeting precision and measurement capabilities.
Winning strategy requires testing
Successful television strategy for brands avoids one-size-fits-all approaches, instead emphasizing testing capabilities that prove TV performance within broader media mix optimization.
“A winning TV strategy for brands is not a one size fits all, but this partnership allows these brands to test and prove TV as a performance channel at scale,” Royle said.
