TV may not yet be fully addressable to advertisers in the same way the internet is, but that isn’t stopping a collection of platform operators and ad tech vendors from trying to make it a reality.
“Because it’s device … it’s really no different than a mobile phone or a laptop with a cookie. They can overlay audience data on top of that. You can do targeting at the Roku device level,” Brian Stempeck, chief client officer, tells Beet.TV.
“Companies like LiveRail are starting to activate that data to say, ‘Ok, this cookie that Coca-Cola has, that’s the same as this user on a Roku’ – so you can then target those users.”