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Addressable Auspices
Traditional TV advertisers are hesitant to try addressable products because they’re expensive and hard to scale.
But programmatic TV ad buying is making addressable more accessible, said Sara Wallace, FreeWheel’s senior director of product management, speaking at an event on Wednesday hosted by the industry-initiative-turned-nonprofit Go Addressable.
Most programmatic TV dollars go to streaming, but this year pay-TV and satellite distributors made concerted efforts to increase addressable supply for programmatic channels. Dish made one-to-one linear targeting available earlier this year, for example, and AMC Networks made its addressable inventory biddable in October.
Nielsen is also factoring addressable into its TV measurement…
