YouGov reports “Addressable TV, which lets advertisers to selectively target individual households based on audience segmentation, could grow faster in the US than video streaming sites according to a new guide released by the Video Advertising Bureau.

40% of current U.S. addressable TV agency and marketing professionals are making “substantial investments” in the medium this year. Combining addressable TV ads with linear TV buys can help marketers reach a larger base of eligible targets with full-funnel results.”

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