A new study conducted by Forrester Consulting on behalf of leading players in addressable TV today found that while 100% of brands and agencies in the U.S. have experienced at least one challenge implementing addressable advertising at scale, 46% say optimizing emerging channels is their top priority in 2021. The study, “The Transformation of Television: Embracing the Era of Addressable TV,” was commissioned by DISH Media, Cadent, Canoe, Comscore, INVIDI Technologies, LiveRamp, Verizon Media, ViacomCBS and WarnerMedia.

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The study confirmed industry assumptions that addressable will continue to grow in adoption, implementation and scale. However, it also unearthed high-level challenges the industry needs to overcome, such as operational complexity, lack of education and the need for interoperability across platforms.

The study uncovered actionable opportunities to increase addressable spend and help advertisers optimize addressable strategies, based on insights from brands and agencies.

• Simplify buying and managing campaigns across suppliers (66%)
• Increase scale (65%) and national footprint (64%)
• Interoperability among MVPDs (74%); technology partners (93%)
• Single measurement standard from media companies (92%)

“The study confirmed our belief that addressable has the potential to transform the industry, but also renewed our sense of urgency to create an aligned and open ecosystem of distributors, measurement platforms and media companies,” said Kevin Arrix, SVP, DISH Media. “We now know that the best way to scale addressable is to have widespread industry collaboration, so we must all rapidly evolve to help advertisers optimize addressable for years to come.”

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