a4 were the first to market in the addressable TV space back in 2011, and their philosophy is simple: if you’re going to target the right audiences for your brand you need to have high quality, accurate data. With that in mind they built a closed ecosystem that worked for what they needed, but as the number of screens per household dramatically increased (there’s thought to be more screens in homes now than are rooms on average) they faced a different challenge: how to adapt their model to a far more fragmented audience.
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