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Addressable advertising is a term with historical context in TV advertising. With the massive influx of ad accessible audiences through streaming devices and smart TVs, household-level audience targeting is positioned for new growth. There is new innovation emerging as consumer privacy collides with long-held legacy technology reliant on IP-based identification. In this presentation we will discuss the role mobile GPS data will play in IFA-based cross-device identification, enhanced addressable precision and the attribution revolution.