‘TV should build a walled garden’: ITV on the realities of TV addressability

Commercial broadcaster ITV’s pitch to advertisers is starting to sound a lot like a walled garden.

Marketers are months away from being able to run personalized ads across the broadcaster’s linear channels, said Kelly Williams, ITV group commercial director. Working with ad tech firm Sorenson Media, ITV will use anonymized targeting data to deliver ads relevant to viewers’ interests, demographics and lifestyles through connected TVs. It’s an extension of how the broadcaster, which...

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