As Interactive Ads Gain Ground, Addressable Needs Uniformity: UM’s Stimmel

Interactive television ads are increasingly providing meaningful engagement for both brands and viewers. “It’s that direct access and ability to understand something in the moment that I think is really interesting,” says Jon Stimmel, Chief Investment Officer at global media and advertising agency UM.

What needs more refinement is marketers’ understanding of specific households for audience targeting and a more uniform way to execute addressable campaigns, Stimmel explains in this...

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