4:45pm
This session will explore the role that Addressable Advertising is playing as a) TV becomes an increasingly fragmented medium, with viewership distributed over a wide variety of linear and streaming platforms, and b) advertisers seek to overcome ongoing cookie deprecation. With Addressable frequently touted as a solution to such fragmentation and data deterioration (according to recent research from Advertiser Perceptions, 65% of advertisers say that cookie deprecation is making them more likely to consider Addressable), panelists will attempt to assess the validity of this claim, to identify the kinds of advertisers and campaigns that can particularly benefit from Addressable in a rapidly transitioning media market, and to lay out the challenges and opportunities that will arise in Addressable TV as viewing habits continue to change and the data space continues to evolve. Panelists include:
