Editor’s Note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Roku’s Tim Natividad discusses how he is responding to the growing number of performance-oriented and DTC brands that want to buy TV audiences. Below, in his own words, he discusses how he’s approaching the need with more precision than standard demo targeting.
The challenge
I’m trying to find the solve for the clash between traditional TV and digital advertising.
The process
We need to meet the traditional thinkers where they are and apply traditional approaches to digital.
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