Advanced TV targeting, ad exchanges are part of digital shift

Advanced TV targeting, in which marketers can target individual homes with their messages, is still "very small" but is "growing rapidly," said Tad Smith, president of local media at Cablevision. The rise of digital TV also is boosting efforts to simplify large ad buys via exchanges. ESPN is among the top networks to take part in a trial of such an exchange created by media shop Magna Global.

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