– Steve McClellan, Adweek
The ability to target ads to individual households on a scaled nationwide basis is a technique that’s been in development for decades. And how long full-scale implementation will take is anybody’s guess, but it’s probably years away.
What’s the hold up?
“It’s complicated,” said Bill Harvey (shown), vice chairman of TRA Inc., speaking Tuesday at an American Association of Advertising Agencies Transformation Conference session on the ins and outs of addressability. “The big problem is the money,” he said.
By that Harvey meant how all the interested parties would divvy up potentially hundreds of millions of dollars (possibly more) in additional spots that media owners could add to their inventory if they adopted addressable TV platforms. Leer más “4A’s: What’s Delaying Ad Addressability?”