Long live advanced TV! Wait—what is advanced TV again?
Those are the somewhat contradictory findings from a new Interactive Advertising Bureau study released today called Advanced TV: Ad Buyer Perceptions. In the IAB survey of 255 marketers and agency decision makers (all of whom make media brand-selection decisions and spend at least $1 million in advertising), 78 percent said they are already using advanced TV, and most of them plan to increase their spend in the next 12 months.
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