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Scale matters as advanced TV advertising matures

October 07, 2019 / Dave Morgan

Linear addressable, which leverages infrastructure at some cable and satellite companies to deliver unique ads into some of the local ad pod positions on some of their set-top boxes. Data-driven linear, which uses data, science and software to optimise campaigns on an audience basis, to reach specific types of people or to drive particular outcomes. AVOD/OTT, which delivers ads, many of them targeted, into the streams of video services like Hulu, ESPN+ or CBS All Access.  Connected TV (CTV), which delivers digital ads into apps or streams on TVs connected to the Internet, which can appear as anything from banners in electronic programming guides, YouTube videos or inventory on premium programmers’ content through streaming devices like Roku or Amazon Fire.