Over the Top, Connected, Programmatic and Addressable Television! What Does It All Mean? Definitions and a Call for Research
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DOI: 10.1080/02650487.2019.1599200
Abstract: The idea that television advertising will move to a situation where individuals watching the same programming will view different messages target to them has been around for some time, yet such expenditures have been slow… read more here.
Keywords: programmatic advertising; research; addressable television; advertising ... See more keywords