Advertisers Are Spending More in Addressable TV, But Some Aren’t Convinced It’s Worth It

Many are struggling to figure out what it means for their brand

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Ask any media buyer, tech company or cable provider about addressable TV, and they’ll ask a question in return: How do you define it? Because while addressable TV simply means using data—rather than content—to buy audiences, the industry as a whole is still playing catch-up when it comes to the concept of serving different ads to different viewers watching the same programming.

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This story first appeared in the May 6, 2019, issue of Adweek magazine. Click here to subscribe.

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