As viewer consumption habits evolve, advertising has to evolve with it. In a Forrester Consulting report titled "The Transformation of Television: Embracing the Era of Addressable TV," commissioned last month by DISH Media, ViacomCBS and others across the industry, over 60% of those surveyed said that addressable advertising is going to be part of their media mix. Another finding revealed that buyers fear the operational aspect associated with addressable TV, as well as the various platforms and forms of measurement.
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