Addressable TV advertising: The role of big data

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Introduction

The TV advertising industry is in the midst of a radical transformation from what was once the practice of delivering commercial messages to a relatively mass audience to now serving individual messages to individual consumers in near real-time....