GroupM creates unit for targeted, interactive TV ads

GroupM is giving Michael Bologna, its director of emerging communications, the helm of a new 20-person division that will handle buying and planning for addressable, interactive and hyper-local TV content. The unit, called Modi, will initially focus on addressable ads that match content to demographic information attached to TVs and set-top boxes. Data-based buying decisions are "no longer an afterthought. All of TV will operate eventually in this way," Bologna said.

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