GroupM chairman Irwin Gotlieb has urged TV broadcasters to put aside their issues and share audience data or risk viewers shunning ad supported TV in their droves. "What scares me most", he told an audience at the Future of TV Advertising Forum in London earlier today (30 November), "is the shift of audiences away from advertising supported TV”.
He said that the industry should unite to encourage more subscription services such as Netflix to adopt a hybrid model. Should that happen then it could accelerate the rollout of addressable TV, whereby advertisers are able to target their ads via set-top boxes using first, second or third party data.
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