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Published: August 10, 2017
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Advanced TV—which includes addressable, programmatic, and over-the-top (OTT)—continues to build momentum. The TV marketplace is better prepared to transact in a digital-like manner due to sophisticated targeting that is driven by data and automation.
"US addressable TV ad spend is expected to grow from $1.26 billion this year to $3.04 billion by 2019."
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US Addressable TV Ad Spending, 2015-2019 (billions, % change and % of TV ad spending)
Key Drivers of Addressable TV Ad Spend
Leading Benefits of Addressable TV Ads According to US Addressable TV Decision-Makers, March 2017 (% of respondents)
Cost and Scale: Two Major Inhibitors to Growth
Leading Obstacles to Increasing Addressable TV Ad Spending According to US Addressable TV Decision-Makers, March 2017 (% of respondents)
US Addressable TV Households, by Provider and Type, 2017 (millions)
US Programmatic TV Ad Spending, 2015-2019 (billions, % change and % of TV ad spending)
US Connected TV Users, by Device, 2016-2021
Subscription Video-on-Demand (SVOD) Services Used by Internet Users in North America, Q1 2017 (% of respondents)
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