Are microtargeted ads the future of broadcast?

12/24/2012 | Broadcasting & Cable

Sinclair Broadcast Group believes the platform's future ad success hinges on its ability to use so-called addressable ads, and it has started making access to such technology a provision in its retransmission-consent agreements, according to CEO David Smith. The NAB is exploring "the pros and cons of microtargeting" to determine if it should become a priority.

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