Driving data to television: Bringing the right stuff to the first screen

This article discusses the benefits offered by the growing capabilities of addressable TV advertising in the US, which allows greater targeting and ad efficiency.

Driving data to television: Bringing the right stuff to the first screen

Helen Katz and Steve Murtos Starcom Mediavest Group

Looking at the history of television over the past 60 years, one thing has become clear. The ratings for individual programs have witnessed a steady decline. At the same time, Nielsen reports that the average viewing in TV households has steadily grown. So what can we do about this?

Well we cannot, nor do we want to, abandon the 'first screen' of TV. It still accounts for the majority of time people spend with 'a screen', and of course...

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