ESPN Introducing Linear Optimization In The Quest For True Addressable Television

Although using first and third-party to target linear television audiences is in the testing phase, it stands to increase the attribution TV gets for prompting consumer behavior. “At ESPN, we certainly think the audience buying future is upon us,” says Vikram Somaya, SVP, Global Data Officer & Ad Platforms at ESPN.

In this interview with Beet.TV, Somaya talks about linear optimization across the Walt Disney Co. portfolio and why advertisers are becoming more comfortable providing their...

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