We explore how TV marries its brand-building superpower with improved performance capabilities to drive full-funnel campaigns. What format innovations will help unlock more performance budget? What do home screen ads bring to the party, and which shoppable TV formats are most promising? How far can shoppable TV scale, and how do we maintain a lean-back vibe? We want to know how TV partners successfully with retail media networks. If TV provides the awareness, what retail media formats pick up the baton and lead consumers through the funnel? One media buyer is using CTV to drive sponsored product search at a retailer website and app, so is that a born winner? This discussion considers the partnerships needed to combine viewing data, premium video inventory, programmatic trading, cross-funnel measurement and commerce engines in order to drive TV exposures directly to purchases.