DirecTV Advertising

CANNES — Addressable advertising is exploding across the media landscape, with 73% of media buyers now incorporating it into their mix, up 16% year over year, according to Matthew Van Houten, SVP, Product, Operations & Business Development at DIRECTV Advertising. As a precision tool, addressable advertising has evolved to deliver a double-digit lift for clients […]

Connected (CTV) and over-the-top (OTT) TV platforms may have the potential to target individual households – but that doesn’t mean it is just a performance marketing channel. As the technology matures with the benefit of programmatic trading software, executives are finding the same thing as peers in display before them – addressable TV ad sales […]