Advertisers are getting excited by the possibilities for super-targeted TV marketing promised by new ad tech platforms. In fact, to many, it looks like the days of traditional TV ads, which are bought against the context of demographic audience profiles, are numbered. But things are set for a correction, says one ad exec.

“When you look at innovation, you always swing the pendulum way too far, and then it comes back,” says SMG precision video EVP Tracey Scheppach.

“Right now, we’re buying audience all the way; (the perception is there is) no value to context. (Truth is,) we don’t have enough data to value the context. So we’ve swung all the way to audience. I think that’s going to come back. Only the data will set us free.”


The video is part of preview series leading up to the Future of  TV Advertising Forum in London  You can find videos from the series here. The series is sponsored by Xaxis.