Why TV is starting to adopt advertising technology

With Cablevision, DISH Network and DIRECTV supporting addressable TV ads, and just about every TV buyer and seller looking into audience-based ad buys, "[d]igital ad tech is finally making its way into the TV ad market," writes Simulmedia CEO Dave Morgan. The shift is being driven by fragmented audiences, increased focus on return on marketing spending and broad advertiser familiarity with digital processes.

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Advertising Age (free access for SmartBrief readers)

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