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CEO, The Exchange Lab
UK viewers are still tuning in to watch their favorite linear TV content, but they may be employing other devices to do so, according to Chris Dobson, CEO at The Exchange Lab, a programmatic trading platform provider. eMarketer’s Sean Creamer spoke with Dobson about how brands are leveraging their weight to ensure that their message makes it to UK viewers no matter what device is used to watch content.
eMarketer: When brands based in the UK are putting together ad budgets for 2016, is there a differentiation between linear TV budgets and digital video budgets?
Chris Dobson: The reality is that most clients and agencies are still quite traditional in the way they think about their budgets, and TV tends to be a ringed fence. What’s happening is that more of that TV budget is leeching into digital video.
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