With the ascendancy of audience-based media buying and the ability to deliver locally on what was once strictly national inventory, local broadcast media, while still relevant, must quickly and substantially reinvent its value proposition. At least that is the view held by Adam Gerber, Executive Director, U.S. Investment Strategy at GroupM, which he presented to hundreds of attendees at the Television Bureau of Advertising's annual TV Forward and Executive Summit held both physically and virtually.
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