As the anachronistic Upfront season surges forward to inevitable high single-digit/low double-digit CPM increases, and as calendar year TV ad spending outperforms the expectations of Wall St. and legacy forecasters, more attention is being focused on advanced television solutions and the data required to monetize them. Addressable and interactive television have been considered the future of television since I hosted the Forum for the Advancement of Interactive Television in 1999 and 2000, with more than 1,000 attendees and sixty sponsors. The long-awaited future finally appears to be here, and while there are several opportunities now available to marketers, the economic pay-out remains distant.
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