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The addressable TV sector is one of the most exciting and
dynamic areas of development within the advertising
market. Spanning a range of existing and emerging
platforms and technologies, addressable TV offers media
buyers a dizzying array of opportunities to target and reach
key consumer groups with sophisticated creative material.
But any new and high-growth advertising medium will face
challenges, which companies across the industry will need
to work together to solve. This report aims to identify and
provide support for the addressable TV sector in dealing
with those challenges, provide insight into the existing and
emerging use cases for addressable TV, and advise on
best practices across the sector.
We hope that this paper is useful for brands and agencies
of all sizes around the world. Our intent is to help illustrate
how your peers are using addressable TV to support
business objectives, and how they are dealing with some
of the challenges that any emerging technology presents.
We also hope this document will help addressable TV
service providers understand what different brands want
from addressable TV, and will support the development of
solutions that drive greater traction and use of the medium
over the coming years.
- The Ampere Analysis Team
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