PART II: Addressable TV ads inch closer to mainstream, but much work remains

By Doris Montanera

THIS MONTH, CARTT.CA INVESTIGATES is analyzing the myriad changes underway in television advertising. Last week, we found the appetite for new ways to reach consumers via the TV platform is growing rapidly.This week, we dive into the actual work being done here – and elsewhere – on making advertising on television provide a far better return on investment.THIS FALL, ADDRESSABLE TV advertising solutions provider Invidi is running a Canadian trial, along with Cogeco Cable and independent broadcaster CHCH. Capital Networks will manage the ad-insertion operation into Invidi’s Advatar system.What Invidi does is build an inference engine that accumulates evidence about...