ANALYSIS: Addressable ads need deep corporate co-operation (which should be easier in Canada, but isn't)

TORONTO – Everyone, and I mean everyone, agrees that if the Canadian TV industry is ever going to both boost revenues and build greater efficiency in the television advertising business, the companies here must work together.More specifically, the four large vertically integrated companies must work in harmony for the greater good. It has not yet happened. This was an important focus of the discussions that happened at last week’s very informative Future TV Advertising conference in Toronto.In theory, it should be easy. There are just four seats at the main table (Bell, Rogers, Telus and Quebecor), so the quartet should...