Retail Media Networks Must Reduce Friction for CTV Commerce: super{set}s Jon Suarez-Davis Beet.TV [Video]

The long-held dream of “interactive TV” shopping has come to pass – but how easy is it really to jump from an ad to the checkout?

The ability to have a seamless commerce experience within connected TV (CTV) is key to advancing the medium’s potential for driving sales, according to Steven Suarez-Davis, CEO of super{set}, a company that forms, invests in, and builds marketing technology companies.

“Meeting the person in the right context when they’re willing to buy, being able to have that exchange and that kind of value proposition exchange with the brand, but then reduce the friction right to being able to purchase, is key,” he said.

Suarez-Davis emphasized the intimate nature of CTV advertising, given its presence in people’s homes and on their personal devices.

Looking ahead, he said sees the most progressive retailers and brands taking a data permission-first approach.

“While data privacy is incredibly important, privacy, I believe is a right, is a human …