Best Buy CTV turns the TVs it sold into ad space. Amazon technology arrives in 2027

The retailer opened Best Buy CTV on 24 September 2026. It matches what people bought in its shops against advertising slots on television sets at home.

The inventory comes from three partners: LG home screens, Roku devices and Amazon. Insignia is the piece nobody else has. It is Best Buy’s own television brand, it runs Amazon Fire TV inside, and the shop knows who carried each set out of the door.

Lisa Valentino counts Insignia sets in tens of millions of homes

Valentino, the chief ads and media officer, put the figure at tens of millions of households built up over eight years of sales. She said the retail media arm is heading for double-digit growth this year. Best Buy has never published what that business is worth, so the percentage floats free of a number.

Knowing which set someone owns beats guessing from a cookie

A shop that sold you the television knows the model, the screen size and the date. That is a sturdier signal than most of what runs in programmatic buying. The analyst Andrew Lipsman told Modern Retail that connected TV is high-quality stock when it sits next to a retailer’s own purchase data. Sony made a related move when it turned the PlayStation 5 into an ad-supported channel.

Retailers keep inventing the metric their own data happens to favour

Every network arrives with a different way of counting. That is why IAB Europe has been pushing one method for in-store retail media, and why the same argument now follows the category onto television. Buyers comparing Best Buy CTV against another network will be comparing two different yardsticks.

Two dates matter. Best Buy opens on TikTok Shop in late October with close to 10,000 products, and Amazon’s programmatic technology plugs into the CTV offering in February 2027. Anyone planning a first quarter 2027 budget should treat the February date as the point where buying this stock gets easier.