The recent MultiChannel B&C Advanced Advertising conference may have been titled “Advanced Advertising,” but much of the conversation also revolved around programmatic. And this makes sense since, for many in the industry, addressable and programmatic are really two sides of the same consumer targeting coin.
Both initiatives help advertisers focus in and target the consumer
segments they want to reach. Targets can be addressed by segment, by
pinpointing the exact household in a specific addressable footprint,
while programmatic targets by segment in a wider digital population.
Each has their value and, in combination, can be a powerful targeting
The conference posed and answered many questions. Here are a few:
Where Is Addressable Advertising Headed?
Kent Gibbons, Editor for Multichannel News, moderated a panel at the
Advanced Advertising conference on taking addressable to the next level.
Some companies with access to STB household data, like Cablevision,
have been proactive in how they leverage their dataset for addressable
Read my full article on the Videa blog.