A year into flexing the muscles of its in-house programmatic media buying arm, Netflix is now looking at how it can further hone its cross-screen capabilities by sequentially targeting audiences with different ad content served across different devices, according to its CMO Kelly Bennet.
It’s been on the agenda for advertisers, media owners, and ad-tech firms for the past two years, as brands seek the ability to target audiences in real-time with different creative messaging based on what a viewer has previosuly interacted with across a host of different screens.
Netflix sees it as a way to move away from the “hamster Read full story ›
Source: The Drum
Industry News