TV advertising “has lacked the ability to deliver people-based addressability and measurement across channels” says the gazillionth press release promising the “first” solution to this problem. Still, you might want to know that identity platform LiveRamp has purchased DataPlusMath, which somehow uses a Web site pixel to capture TV viewing. Now you do.
Individually-targeted TV ads were also once impossible, but nobody even bothers to claim they’re the first to offer them anymore. The latest twist is that smart TV (and streaming audio) data management platform Tru Optik has created a “political data cloud” that specializes in targeting specific voter groups in local, state, and national elections. Making it easier for politicians to say different things to different people.
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