Hyundai is among the first brands using YuMe's new capacity for targeting individual households with customized ads, for the automaker's Genesis model. YuMe's method differs from addressable cable in using the target's IP address mixed with other data. Marketers say the network may achieve the necessary scale. "As these kinds of household opportunities become more prevalent, I think they will start to become a bigger percentage of overall buys [potentially turning into] a constant stream of household-targeted initiatives," says David Matathia, Hyundai director of marketing communications.
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