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All of that data talk around this year's upfronts is paying off, to the tune of nearly $1 billion in addressable advertising spend this year—and that number is likely to more than double by 2018, according to a new Video Advertising Bureau report.
Addressable TV advertising—based on audience and demo targeting, as opposed to specific networks or programs—now reaches 42 percent of U.S. households, representing nearly $900 million in advertising spend during 2016. It's on track to reach $2.2

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