There are a number of factors helping those working within the digital video space to finally appreciate the value and efficiency of traditional TV says Maria Flores Portillo, general manager for EMEA at Amobee. These include the diminishing of cookie-based targeting, as well as the emergence of addressable TV.
Amobee, which provides end-to-end campaign and portfolio management across TV, digital and social, is working on a programmatic solution with ITV, and in this interview Portillo discusses how the platform aims to offer advertisers the best of both linear and digital TV.
