Addressable TV: Traditional Television Just Became Untraditional
Aaron Fetters and Helen KatzKellogg's and Starcom Mediavest Group
Project background:
The advertising marketplace is changing. We now live and work in an era of 'big data' where forward thinking advertisers are seeking to take advantage of hyper-targeting and digital optimization. For these advertisers, there is an ongoing push to measure the return on investment of all media dollars, with the goal of reducing waste and increasing impact against target consumers. The media world is changing as everything becomes digital, presenting us with an important opportunity to combine the benefits of data...