Addressable Advertising: Old Media’s “New Trick”

Television advertising is learning a “new trick” from online advertising, writes Greg Pulier from MediaPos’s Online Video Insider. Pulier obserbed that the recent Ad:Tech conference in San Francisco had just one panel was devoted to television

Some of the most well-known cable operators and telephone companies have been modifying their networks in ways that could give them the capability to deliver TV content, including advertising, to very small groups of users within a larger demographic region, or small groups of users with common interests within a market or system. This phenomenon of delivering promotions to small groups of individuals, called addressable advertising, may have the same potential as a change agent that the Internet once did.

Everything new is old again. Even Greg’s hair.