Addressability has gotten a ton of attention over the past few years, but according to Dan Aversano, SVP of ad innovation and programmatic solutions at Ignite, Warner Media Ad Sales, much of what the industry thinks they know about addressability is wrong.
Aversano and Jill Siegel, area VP of business intelligence at Xandr, used their Brandweek breakout session to break down the three most common myths about addressability. From timing to targeting, the duo drilled down on what an addressable future will look like for advertisers.
