Karen Gold

New technology allows for more targeted DRTV spots It seems ridiculous that a printed medium—direct mail—has been targeting consumers for decades, while television has been stuck with non-targeted advertising, airing the same ad to everyone. Thanks to a new concept called addressable TV advertising, it’s now possible for advertisers to deliver customized messages to TV viewers. Addressable TV advertising brings the direct mail practice of targeting to a TV audience. You now can deliver TV ads tailored to consumers based on geographic, demographic or behavioral components. This advance has been made possible by new technology that inserts different versions of the commercials at

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