Linear TV has remained above the digital fray and unchanged by digital marketing’s ability to deliver ROI through real-time ad optimization. It was only a few years ago that innovations in advanced TV platforms and in linear TV’s digital boxes gave advertisers a glimpse into targeting and addressing television advertising on a granular household basis. However, unlike the success of real-time digital marketing, advanced TV and linear TV platforms still need to close the "real-time loop" to truly achieve campaign optimization and ROI.
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