Exploiting retail media opportunities on connected TV

What are your company’s strategies and priorities for developing a retail media business?
The best first step is to consider building your media services, products, and go-to-market strategy around what matters most to your business.
But how can the new reality of TV and its networks help to generate assertive and accurate results?
Is it true that today we can have more results from such an explored and known medium?
What are the strategies that advertisers can use to take advantage of the more traditional medium with layers of intelligence to carry out their actions.