Personalisation key to data-sharing for addressable ads | WARC | The Feed
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Personalisation key to data-sharing for addressable ads
Offering personalisation that is valuable to consumers can encourage people to share the data which powers addressable TV ads, a study in the Journal of Advertising Research (JAR) has found.
Why it matters
Addressable television advertising holds out the promise of enhanced targeting and relevance for brands and audiences alike. This strategy, however, depends on having access to granular data about viewers in order to deliver the most appropriate messages.
Takeaways
Based on a survey of 1,858 pay-TV subscribers in Europe, the study found:
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