COLOGNE — TV has always traded on showing a single ad to as large an audience as possible. But the medium is being turned on its head. Pretty soon, advertisers will be using it to show thousands of different ads to individual audiences of just one.
When exactly that will happen is anyone’s guess. But “no time soon” is a sharp estimate. After all, the tactic will require not just connected TV screens but also reworking the whole way in which TV ads are made, targeted and sold.
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