10. What is Advanced + Addressable TV?

In the advanced TV space, data allows advertisers to serve specific ads to specifically matched audiences.

Mobile marketing has expanded to territory once reserved for networks, cable, and satellite services. With the rise of advanced TV, advertisers can reach consumers via the same internet connections that enable ad reach on smartphones, tablets, and laptops.

Advanced TV is any streaming content that reaches consumers’ screens, so long as cable, satellite, Internet, or broadcast are providing it on a TV screen. Advanced TV includes streaming OTT content.

In the advanced TV space, data allows advertisers to serve specific ads to specifically matched audiences. This is called addressable TV, and, as with addressable digital advertising of other kinds, the ads served are contextually aligned and increasingly relevant as data about the audience’s established preferences, behaviors, and needs guide the campaign. Addressable TV also includes programmatic campaigns that operate along these lines.

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