Brief: TV Planning Goes Data-Driven And Audience-Based

TV can no longer resist the advances of data and technology that have dramatically altered the rest of the marketing universe. The industry is abuzz over TV's "programmatic" future. Does this mean TV will follow in the path of online advertising into an automated, algorithmic buying future? Not quite. B2C marketers adapting to the changes in planning and buying TV media should read this report to understand how decades-old processes are changing.

Publication: 
Forrester
Author: 
Nail, Jim
Document Type: 
Research
Paywall: 
$

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