Brian Steinberg Senior TV EditorThe people who run one of the nation’s best-known broadcast networks think they’ve come up with a way to slow the flow of ad dollars from traditional TV to streaming-video rivals.CBS plans sometime in the second half of 2021 to start making available new technology that will let advertisers buy commercials that are sent only to a particular subset of the network’s viewing audience.
These so-called “addressable” ads can be coded in such a way that they reach only consumers believed to be interested in buying a truck; executives who make decisions about business software; or families expecting their first child.Advertisers running an ad campaign on CBS can “give it a protein shot,” says John Halley, chief.
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