Just a few years ago, use of the word "linear" was redundant when describing network television viewing. Today, with expanding over-the-top and on demand viewing options, linear is increasingly becoming a synonym for premium. Sports, news and entertainment viewed in real-time delivers audiences that conform to traditional standards and metrics. The continuing decline of monetizable inventory available to networks is driving up CPMs, which are again expected to approach and pass double digits in this year's Upfront market. To capitalize on this reality by meeting marketers' and agencies' needs for linear viewers at efficient costs-per-thousand, XACTV has tapped into the IBM cloud and AI technology to "aggregate, optimize and track local broadcast programming to deliver a national footprint while creating cost efficiencies," says XACTV Vice President and Managing Director, Melissa Moschetti (pictured above). "Essentially, we have created a national unwired local broadcast television buying capability."
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