CANNES – Technology is allowing advertisers to target specific audiences and even individuals, rather than demographic groups. With this targeting is coming new ways for attribution modeling determine the impact of media, explains Brian Terkelsen, President of MediaVest, in this interview with Beet.TV
We spoke with him about attribution models, addressable TV and the evolving role of the media agency.
This video is part of our series about the impact of video advertising, produced at Cannes presented by true[X]. Please find additional videos from the series here.