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This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dippingContinue reading »

The post Forrester On Addressable TV: ‘It’s Not Just Experimentation, It’s Real This Time – Thank God’ appeared first on AdExchanger.