By Mindi Chahal

In a session at Ad Week Europe today (24 March), Sky Media launched three new additions to its AdSmart product, which allows brands to buy TV advertising based on viewer data, but its customer MoreThan says using the technology creates challenges internally.

In response to a question from panel host, Thinkbox CEO Lindsay Clay, on whether the brand has experienced any negativity in using AdSmart, Fisher said that sharing strategy about buying TV using data is a “difficult conversation” to have with the board.

She said: “When you are trying to talk about marketing [at board level], which is a challenge in Read full story ›

Source: Marketing Week