Despite Increased Video Ad Spend, Tech Consolidation Could Lighten Ad Loads
Digital automation may increase the volume of video ads initially, but improvements in targeting and cross-screen frequency caps will drive more relevancy while ultimately reducing the overall ad load. It’s no surprise that data and technology are upending the upfront TV buy. Following a two-year slump in advance upfront commitments, Forrester expects advertisers to combine scatter, […]
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