By Todd Gordon

The below post is part of our 2015 TV Year in Review guest post series and is written by Todd Gordon, General Manager of Programmatic TV, TubeMogul.

2015 proved to advertisers that it was possible to apply the principles of automation and data-driven audience targeting to television. 2016 will see these principles embraced at scale.

Why? Because the traditional approach to TV doesn’t work as well as it used to. A typical buy achieving 200 gross rating points (GRPs) reaches 25% fewer people today than it would 20 years ago. In fact, the top 20% of Read full story ›

Source: The Drum