Executive Summary

    Advanced TV advertising – including addressable, programmatic and over-the-top (OTT) – continues to gain traction. Changes in how TV is viewed and granular measurement are transforming the TV marketplace. Standardization of audience and performance measurement and reporting is a tall order for addressable TV, programmatic TV and OTT initiatives but would drive more ad dollars to these advanced offerings.

  • Advanced TV targeting mixes consumer and TV viewing data to make ad inventory more like digital: highly targeted and performance accountable. And while advertisers and media agencies acknowledge its value, it will be some time before it supplants age/gender counts as the standard for audience guarantees.
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