Addressable Advertising Gets Closer to Reality

Addressable Advertising Gets Closer to Reality: "Industry watchers say addressable advertising—the ability to target TV ads by household so that, say, a 50-year-old man watching Lost would see a different ad than a 14-year-old girl watching the same show next door—is getting closer to a national rollout.

How quickly the industry adopts addressable advertising on a mass scale remains to be seen. But what has been promised for years by cable operators is now inevitable, instead of hopeful, said experts. 'The technology exists to make it happen. And the motivation exists to make it happen,' said David Graves, principle analyst at Forrester Research, Cambridge, Mass. '[The industry] could agree or disagree on the timeline, but it's going to happen.'"

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