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TV Advertising Resists Technological Change -- Until Now
May 16, 2018


According to a new survey by Forrester and the Association of National Advertisers (ANA), the adoption of data-driven TV-planning techniques has arrived. Addressable and advanced TV advertising — which targets viewers with personalized, pinpoint precision — is making significant headway in the marketplace: 15% of ANA members are already incorporating these techniques into their ad plans, with another 20% to 30% testing approaches this year.

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