As TV’s Upfront Draws Near, More Addressable TV Commercials Will Be for Sale
Brian Steinberg Senior TV EditorMadison Avenue is getting closer to realizing its dream of using TV advertising to talk to viewers in a style more akin to a one-to-one conversationThe future of the humble TV ad has long been described as the following: New data and interactive technology will trim the practice of throwing a diaper ad or a car spot at every single member of the audience. Instead, more marketers will use addressable technology that allows them to beam different ads to different household, all in the same “slot” in a commercial break.Horizon, the independent media-investment company, will help deploy addressable ads in national linear inventory on networks owned by A+E Networks and Fox Corp.