Marketers have the ability today to let TV viewers quickly interact and buy without a complicated interface. As programmatic and addressable TV advertising gain headlines, there’s mounting talk about connected TV, and with it the possibility of commerce at last from the world’s largest advertising medium. Connected TV was even one of the themes of the ANA conference “Masters of Media” a few weeks ago in Florida. The presumption is that connected TV will finally cross the chasm between viewing and shopping by allowing viewers to interact with ads to get information and buy products in the moment.
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