Addressable TV Unlocks Precision Audience Targeting Across Screens: Effectv’s Pooja Midha
SANTA MONICA, Calif. – Comcast Cable’s advertising sales division expects addressable TV to shift from a test budget to a "must-have" in the coming year, with continued growth in the upfronts. Amid a fragmented media landscape, advertisers are increasingly turning to addressable TV to precisely reach their target audiences across traditional TV, streaming and other devices. In this video interview with Beet.TV, Pooja Midha, EVP and general manager of Comcast's EffecTV, said the unit plans to make more inventory addressable and help brands leverage it as a full-funnel solution. The Power of Addressable "(Advertisers) [...]