If you’ve been following the industry talks on the state of the TV landscape, then you’ve heard repeatedly that it’s the end of TV advertising. But, while countless experts stated the medium’s eventual death, something else happened: Traditional TV as we now know it evolved.
Television content is now being consumed in more places than ever before. Evolving video consumption habits have already revealed a new definition of television where the world of linear TV and digital are merging.
This will rule the new marketplace, defining how every player within the ecosystem conducts its business.
TV broadcasters recognised the need to disrupt the traditional advertising model to be a
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