Audience-Targeted TV Ads Grew 51% Last Year: Comcast Report

At just under six hours per day, traditional TV viewing is far from dead.   Still, this Comcast study reports 21% of advertisers are reducing their linear budgets – far more than social, streaming, or addressable TV.  The bigger news is that 73% of marketers are using addressable TV, 87% are using first party data, and last year saw a 51% increase in audience-based targeting.

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Publishers No Longer Focused on Cookie Deprecation: Emodo Study

July 24, 2023

Two-thirds of publishers (65%) don’t think first party data or alternative IDs will solve the problems of cookie deprecation, according to this Emodo report.  But just 40% rate it as a top priority and only 19% are prioritizing it when evaluating ad sales partners.  Top publisher priorities are the economy (57%) and attention metrics (52%), with less attention to supply path optimization (30%), tech costs (30%), sustainability (27%), and the growth of connected TV (26%).

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Customer Data Platform Industry Adds New Vendors: CDP Institute Report

July 12, 2024

Software vendors continued to add Customer Data Platform (CDP) capabilities to existing systems in the first half of 2024, according to the CDP Institute’s latest Industry Update report.  Nearly all of the dozen companies appearing in the report for the first time started as marketing or messaging applications and added CDP capabilities after they were built.  These firms accounted for most of the industry growth during the report period.

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