TV’s Biggest Media Companies Team Up to Create An Addressable Advertising Standard

Ad Week
By Jason Lynch
March 12, 2019

For the past decade, publishers have referred to addressable as the “holy grail” of TV advertising. And now many of the industry’s biggest media companies—including Disney, AT&T, Comcast and Discovery—are joining forces to help finally make it a reality, by creating an addressable advertising standard for smart and connected TVs.

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