The National Association of Broadcasters’ innovation arm is conducting a six-month “accelerator” program to help radio and TV broadcasters improve audience engagement in the fast-changing world of digital advertising.
NAB said the effort by PILOT is supported by the Google News Initiative and has a goal to improve “direct-to-consumer audience engagement to better serve local audiences.”
It said the program is a response to new challenges in digital advertising, “seeking to guide broadcasters as they build out privacy-preserving business strategies, like those centered on the use of first-party data.” It noted that as third-party cookies are phased out, digital publishers need new digital advertising…
