Will CTV merge fully with digital advertising?

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Will CTV merge fully with digital advertising?
Date: July 25, 2026
Host: Benjamin Shapiro
Guest: Allison Clark, CTV and Go to Market Strategy Lead at Adroll

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Episode Overview

This episode explores the evolving relationship between Connected TV (CTV) and digital advertising, focusing on whether these channels will remain distinct or ultimately converge into a unified strategy. Host Benjamin Shapiro interviews Allison Clark from Adroll, who offers insights into CTV's trajectory and how it fits into the broader landscape of omnichannel marketing, especially in an increasingly AI-driven industry.

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Key Discussion Points and Insights

1. The Convergence of CTV and Digital Advertising

• Allison Clark’s Perspective on the Future:

  • Main Insight: CTV will not be a separate entity for much longer. The distinction between CTV and other digital channels (like display and social) is blurring.
  • Quote:
    “I think it's going to be one thing. I think you're going to have your video strategy, it's going to be part of your digital, but I don't think we're going to keep parsing everything out.” (Allison Clark, 01:38)

• Shift to Unified Video and Digital Strategies:

  • Marketers should expect to integrate video (including CTV) seamlessly into their overarching digital strategies.

2. The Strength of Omnichannel Marketing

• Benjamin Shapiro on Omnichannel Approaches:

  • Main Insight: The value today lies in considering all channels—TV, display, social—as part of a single, cohesive marketing plan.
  • He highlights the advantages of platforms like Adroll that facilitate cross-channel buying and measurement.
  • Quote:
    “You have the options to think across television, display, social, right? There's all these different channels and it is all one marketing strategy.” (Benjamin Shapiro, 01:50)

• The Impact of an AI-First World:

  • The integration of channels and the importance of brand perception are amplified as AI becomes more integral to marketing.
  • Quote:
    “As we move into this new sort of AI first world where the brand matters as much as the tracking and performance, I think that how people think and feel about you... impacts AI strategy.” (Benjamin Shapiro, 02:01)

3. The Role of Adroll

• Allison Clark on Adroll’s Capabilities:
  • Adroll is acknowledged as an early mover in supporting cross-channel, omnichannel strategies, which includes CTV alongside other digital formats.
  • Quote:
    “Yes, we have all the channels that you need and it's very exciting.” (Allison Clark, 02:37)

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Notable Quotes & Memorable Moments

• On the inevitability of merging CTV and digital:

  • “You're just going to have a video strategy within your digital strategy.” (Allison Clark, 01:38)

• On omnichannel synergy:

  • “It is all one marketing strategy... Kudos to Adroll for figuring this out early.” (Benjamin Shapiro, 01:52)

• On an AI-driven marketing landscape:

  • “How people think and feel about you and then talk about you impacts AI strategy.” (Benjamin Shapiro, 02:07)

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Timestamps for Key Segments

• 00:25 – 00:42: Quick preface on effective content integration and data-driven marketing strategies
• 01:16: Introduction of guest Allison Clark and episode topic
• 01:38: Allison Clark on the merger of CTV and digital advertising
• 01:50 – 02:37: Benjamin Shapiro and Allison Clark discuss omnichannel, AI’s role, and Adroll’s leading practices
• 02:44: Episode wrap-up and guest contact details

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Tone & Language

The conversation is professional but approachable, with both host and guest displaying enthusiasm for advancements in digital marketing. Benjamin Shapiro sets an optimistic, forward-thinking tone, while Allison Clark offers clear, practical insights from the advertiser and platform perspective.

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Takeaways for Listeners

• The distinction between CTV and digital advertising is becoming increasingly irrelevant; marketers should plan for holistic video strategies within their overall digital mix.
• Omnichannel strategies—embracing TV, display, and social—are becoming central to effective marketing, particularly as AI influences both targeting and branding.
• Platforms like Adroll are making it easier for marketers to execute unified, performance-driven campaigns across all major channels.

For more insights or to connect with Allison Clark, check out the MarTech Podcast show notes or Adroll.com.

Transcript

[Podcast Announcer]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Marketing Analyst]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate.

[Marketing Expert]

Getting brands authentically integrated into content performs better than TV advertising.

[Marketing Analyst]

Typical lifespan of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[Podcast Announcer]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Benjamin Shapiro]

I'm Benjamin Shapiro and today we're talking with Allison Clark, CTV and Go to Market Strategy Lead at Adroll, a sponsor of the Martech Podcast. And today we're talking about why Connected TV is entering its performance marketing era. The last question for you, five years from now, will marketers still separate CTV from digital advertising or is it all just going to be one thing?

[Allison Clark]

I think it's going to be one thing. I think you're going to have your video strategy, it's going to be part of your digital, but I don't think we're going to keep parsing everything out. I think you're just going to have a video strategy within your digital strategy.

[Benjamin Shapiro]

I think this actually really speaks to one of the things I like most about Adroll. And not to butter you and the company up, but when you go and place a media buy, you have the options to think across television, display, social, right? There's all these different channels and it is all one marketing strategy. And I think as we move into this new sort of AI first world where the brand matters as much as the tracking and performance, I think that how people think and feel about you and then talk about you impacts AI strategy. And having this sort of omnichannel strategy that moves across television and all of the other different channels makes a ton of sense. Kudos to Ad Rule for figuring this out early.

[Allison Clark]

Yes, we have all the channels that you need and it's very exciting.

[Benjamin Shapiro]

All right, that wraps up this episode of the Martech Podcast. Thanks again to Allison Clark, CTV and go to Market Lead at Adroll. If you'd like to contact Allison, you can find a link to her LinkedIn profile in our show notes or on martechpod.com or you can visit her company's website, which is adroll.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back on your feet next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Allison Clark]

Foreign.

[Podcast Announcer]

Thanks for listening to the Martech podcast, and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.