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Buying TV Based On Data Leads To A 'Difficult Conversation' At Board Level
- Marketing Week, Wednesday, March 25, 2015 6:38 AM
In a session at Ad Week Europe yesterday Sky Media launched three new additions to its AdSmart product, which allows brands to buy TV advertising based on viewer data, but its customer MoreThan says using the technology creates challenges internally. In response to a question from panel host, Thinkbox CEO Lindsey Clay, on whether the brand has experienced any negativity in using AdSmart, Fisher said that sharing strategy about buying TV using data is a “difficult conversation” to have with the board.
