Digital and television advertising – once culturally and technologically divergent ecosystems – are finally converging to improve how marketers target and reach consumers.
As viewership habits shifted away from traditional linear television to internet-enabled connected TV (CTV) or other video-on-demand options, advertisers struggled to reach audiences at scale. Interestingly, some of the same techniques used to extrapolate data from TV audiences to digital audiences can be used to translate addressable digital inventory to non-addressable inventory.