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.
Next fall, Nielsen will roll out a new product that provides ratings for every spot in a program, rather than just the average commercial time over three or seven days.
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