The new power of connected and addressable TV technology offers a remarkable promise – the ability to transform TV from a one-to-many medium in which everyone saw the same ad, to one in which advertising is customized for individual households.<\/p>\n
Getting there has been a slog – and buyers still say the process is too complicated.<\/p>\n
A survey of brands and ad agencies – commissioned by DISH Media, Cadent, Canoe, Comscore, INVIDI Technologies, LiveRamp, Verizon Media, ViacomCBS and WarnerMedia – shows the evidence.<\/p>\n
The study<\/a>, Era Of Addressable<\/a>, carried out by Forrester found the buy side calling for change:<\/p>\n The complaints are a consequence of the way in which new viewing and advertising options have grown up in the US. The market is fortunate to have seen the launch of a plethora of services, many of which boasting their own unique way of booking ads.<\/p>\n But that is a far cry from the traditional cable TV days, which had relatively standardized ad operations by comparison.<\/p>\n\n
Plethora of platforms<\/h2>\n