Pathlabs’ JC Clarke Leads CTV Talk at Commerce Media Brand Summit
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Pathlabs Marketing |
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March 19th, 2025 |
Last week, Pathlabs’ Vice President of Agency Growth, JC Clarke, joined Brent Barbee, president of our long-time partner agency Conquer, to speak at the Commerce Media Brand Summit.
JC Clarke and Brent Barbee lead a CTV talk at the Commerce Media Brand Summit
Their fireside chat, “The New Frontier - Where Connected TV Meets Commerce Media,” came at a critical time for anyone interested in scaling their CTV advertising since:
CTV ad spend is projected to reach $42.4 billion by 2027.
57% of users across major streaming platforms—including Warner Bros. Discovery’s Max, Netflix, Disney+, and Hulu—subscribe to ad-supported tiers.
Commerce media is bridging the gap between digital and physical touchpoints, offering advertisers unprecedented data insights.
JC and Brett explored how the combination of CTV and commerce media allows advertisers to:
Sync messaging across CTV and commerce media so that customers see a consistent message across their entire journey.
Use first-party data to personalize and target CTV ads as we move towards a cookieless future.
Build attribution models for CTV ad exposure both online and in-store.
Make CTV viewers instant customers through shoppable TV.
Find incremental customers at scale through cutting-edge data strategies.
Their talk only scratched the surface of what’s possible when CTV and commerce media combine. We know this because, at Pathlabs, we help independent agencies maximize the impact of their CTV campaigns through Media Execution Partnerships—seamlessly activating, optimizing, and measuring performance across channels.
