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While still a small portion of overall TV ad spending, addressable (or targeted) ads are growing at a fast rate.
Targeted TV ad spend is predicted to grow by 65.8 percent to reach $1.26 billion this year. Typically, these types of ads are targeted by a TV viewer’s age and gender.
Currently, 75 percent of U.S. households have cable or satellite boxes capable of delivering these kinds of ads; this means only 1.7 percent of the total TV ad expenditures come from targeted ads in 2017.
“Addressable TV is a seller’s market,” said eMarketer forecasting analyst Oscar Orozco.
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