Advanced TV has a lot to recommend it as an advertising channel. Marketers see it as an opportunity to transition away from cookie-reliant channels in a way that preserves the data and targeting capabilities of those channels. And some buyers who haven’t traditionally purchased linear TV advertising view it as a way to extend their reach beyond search and social.
Three trends are accelerating the convergence of digital and linear TV in both the advanced and linear marketplaces. First, advertisers are using more of their own data. Second, they are prioritizing data-driven decision-making across the planning, targeting and measurement processes. And finally, they are implementing flexible buying strategies.