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Research papers

Addressable TV advertising

How can we move TV advertising forward with big data? Applying learnings from digital display to advance programmatic TV advertising.The purpose of this article is to systematize the role of the different data available for programmatic TV...

Catalogue: Big Data World 2017: Smart Data Integration
Authors: Edward Malthouse, Judy Franks, Ewa Maslowska
November 13, 2017
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Citation

Malthouse, Franks and Maslowska (2017a, November 13). Addressable TV advertising. ANA - ESOMAR. Retrieved June 17, 2024, from


https://ana.esomar.org/documents/addressable-tv-advertising