The television industry is widely predicted to be on the cusp of a revolution in how advertisers can target viewers, one in which broadcasters hope to slash their ad load without sacrificing revenue.
In the industry’s early attempts to enable this ideal at scale, differences of opinion when it comes to the very fundamentals of ad targeting have led to hiccups. But many of broadcasting’s biggest names remain committed to the proposition.
The fragmented media landscape is causing confusion over what TV actually means–linear? digital? streaming? all of the above?—making it difficult to define a unified consumer experience for advertisers.