We asked executives in our industry what the future of addressable advertising in the ad space looks like. Here’s what they had to say. 

Larry Allen
VP/GM, Addressable Enablement
Comcast Advertising

A recent Go Addressable survey noted that ~50% of advertisers told us the medium played a role in upfront negotiations and 73% are now using it, +16% a year ago. Marketers are understanding the importance of leveraging first party and deterministic audiences to reach the right audiences at the right time with the right message. As we approach a pivotal inflection point in addressable TV advertising, interest, adoption and usage will grow as the market converges.

Daniel Church
Head of Advanced TV Product
Beachfront

The future of addressable TV advertising will be shaped by the convergence of TV platforms and evolving ad targeting signals. Initiatives like watermarking aim to unify ad delivery across different inventories and protocols amidst increasing TV fragmentation. Common identifiers like IP addresses face scrutiny and potential blocking in ad targeting. This could lead to a resurgence in contextual advertising and data-driven linear practices as alternative forms of targeting.

Mark Rotblat
CRO
Tubi

Media buyers and advertisers are increasingly looking for incremental young and multicultural audiences they can’t get anywhere else. They want to make informed decisions around connected TV forecasting and planning, with effective measurement, to make sure they’re maximizing their budgets to reach as many people as possible and drive brand impact at scale with the right allocations in CTV and across the board. Tubi has the scale and the tech to help them with that.

The Daily

Subscribe
Friday–December 20

Guthrie Reveals House Commerce Assignments

House Commerce Chairman-Elect Brett Guthrie (R-KY) revealed the subcommittee and vice chair assignments for the 119th Congress. Rep. John Joyce (R-PA) will serve as the Vice Chair of the Energy and Commerce

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Apr 16
Cablefax 100 Awards Nominations Open November 13th, 2024.
Full Calendar

Jobs

Seeking an INDUSTRY JOB or hiring for one?
VIEW JOBS

In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors. The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Carley Ashley, [email protected], for more information about posting a job on the website and our Jobs newsletter, sent twice weekly to 85,000 media professionals.