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Why Marketers and Media Firms Are So Excited About Addressable Advertising

With all the recent tech developments in TV and video like programmatic and over-the-top, addressability hasn't been getting many headlines. But during this relatively quiet period, the number of addressable homes across the TV landscape has surged to around 48 million, close to half of all wired homes in the U.S. And given that the first addressable ad was bought way back in 2003 and reached just a few thousand homes in the greater New York City area, the ability to deliver one-to-one advertising on TV has come a long way.
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