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The following post was recently published by Martech Advisor.
Now that advertisers have grown comfortable with the precise targeting and measurement of digital advertising, they expect to have the same ability in traditional advertising, including the medium advertisers choose to spend the most dollars in: television. And while digital-like targeting and measurement isn’t yet possible with linear television, it is with addressable TV. Households accessible via addressable TV can receive different ads based on who they are and what they are likely to buy. ... Read more