Observed Signal · Sep 24, 2026 · Product Launch · Source: Modern Retail · Impact: 3/5 · Sentiment: Positive
Best Buy Launches Best Buy CTV Retail Media Network
Best Buy is strengthening its retail media offering by introducing Best Buy CTV, a new division within its advertising business. The company announced this during its annual showcase event, which highlighted upcoming developments in its retail media strategy. The move underscores Best Buy's focus on leveraging its electronics expertise to offer advertisers more integrated and targeted advertising solutions. By placing connected TV at the core of its pitch, Best Buy aims to provide brands with access to its customer base in a more engaging and measurable way. The launch signifies a growing trend among retailers to expand their media networks into CTV, capitalizing on the convergence of retail and streaming.
Major retailer expanding retail media network into CTV, relevant for advertisers and the adtech ecosystem.
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Key Takeaways & Evidence Grounding
- Best Buy introduced a new advertising division called Best Buy CTV.
- The launch was announced during Best Buy's annual retail media showcase event.
- The event took place on September 24, 2026.
- Best Buy CTV is positioned as a way to integrate advertising with its electronics retail business.
Connected Companies & Entities
1 Entity mapped“Best Buy is increasingly putting its electronics roots at the heart of its retail media pitch....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Best Buy Ads Expands Commerce Media Beyond Retail
Best Buy Ads showcased at 'The Drop' an expansion of its commerce media ecosystem, moving beyond retailer-owned properties. Key announcements include the launch of Best Buy CTV, partnerships with Amazon Fire TV, LG, and Roku, opening Best Buy Studios to brands, expanding its creator program, and planning a TikTok Shop launch. This signals a shift towards full-funnel media, where commerce media follows consumers across CTV, social, and in-store experiences. Best Buy also introduced multi-touch attribution and expanded incrementality testing, supported by Circana research showing its ads influence purchases beyond Best Buy's channels. The company's marketplace grew to over 1,200 sellers and nearly one million SKUs, with international sellers added. The article emphasizes that commerce media is becoming a customer-centric ecosystem, integrating content, media, and commerce.
Best Buy to Sell Amazon Fire TV Ads
Best Buy is partnering with Amazon to sell and measure retail media on Amazon Fire TV inventory. The consumer electronics retailer will sell ad inventory on all existing and new Insignia Fire TVs, its private label brand, which operate on Fire TV OS. Advertisers can purchase this inventory through Amazon's demand-side platform. This partnership enables advertisers to target and measure Best Buy shoppers on the streaming platform. The announcement was made by Lisa Valentino, chief ads and media officer at Best Buy. The deal expands Best Buy's retail media network and deepens its ties with Amazon's advertising ecosystem.
Retail Media Networks Revive Multi-Touch Attribution
Within a week in September 2026, two major retailers announced new multi-touch attribution (MTA) capabilities for their retail media networks. Albertsons Media Collective launched an incrementality-based MTA built with LiveRamp and piloted by PepsiCo, while Best Buy Ads released its own in-house MTA within My Ads. The author, Kiri Masters, questions the revival given MTA's fall from favor, but analyzes retailer incentives: MTA may serve as a tool to unlock brand budgets, which are larger than performance budgets, by justifying higher CPMs and measuring full-funnel impact. Retailers see demand from shopper marketing teams, but brands and consultants express skepticism about MTA's accuracy, data access, and black-box nature. The article contrasts retailer-owned systems with independent tools like Clerdata, Incremental, Keen Decision Systems, and Circana, and discusses limitations of the Albertsons-LiveRamp partnership, which is grocery-exclusive and excludes Google Search and Amazon.
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