Universal Addressable TV Buying Will Be Elusive: MODI’s Cestaro

As TV gets lit up with advanced new advertising targeting capabilities, offers new controls for reach and frequency, buyers necessarily start wondering whether the expanding range of options can be unified.

That doesn’t look like happening any time soon, says one man leading advanced TV for the world’s biggest ad-buying agency – but it also doesn’t matter.

And, in this video interview with Beet.TV, Marc Cestaro, MODI Media director, addressable lead, says the industry may never get there.

Please watch the full interview on Beet.TV here.