MIT Technology Review

Tuesday, February 05, 2013

AT&T Brings Online Ad Targeting Tactics to TV Commercials

Heather Way, an advertising technology analyst with Parks Associates, says that AT&T’s results underline that TV companies, advertisers, and viewers all have something to gain if the TV commercial business becomes more like online advertising. Says Way, “It’s more efficient for the ad buyer; the provider can get a higher rate for their ad; the consumer is not bombarded by a bunch of content that’s not relevant.”

There is hope within the industry, Way says, that one day such more

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