TVRev: TV addressability needs its own logic, not digital’s playbook
TVRev’s Sofie Sue Rutgeerts argues TV shouldn’t import digital’s audience-targeting infrastructure wholesale, since television is built around lean-back viewing, not the transactional intent that drives digital targeting.
Why it matters. Agencies pressured to compare TV against digital on audience precision alone risk pushing television toward a performance narrative that undervalues its role in building future demand.
Signal from TVREV · Sofie Sue Rutgeerts · read the original.
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