How interoperability is driving the rise of addressable TV

In today’s world, where viewers curate their own “must watch TV” across a combination of content providers and screens—including TV networks, subscription video on demand (SVOD), advertising-based video on demand (AVOD), virtual multichannel video programming distributors (MVPDs), set-top-box (STB) and internet protocol TV (IPTV)—there is no place for siloed planning or buying. It is impossible to execute a thoughtful cross-screen campaign orchestration without automation, unified audience...