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Advertisers Must Overcome Addressable TV Sticker Shock: DISH’s Joglekar

September 6, 2016 — by Lauren Fritsky    

“The looming promise of addressable TV holds the potential to target ads at individual viewers or households,” wrote Robert Andrews in a Beet.TV article in August. “But advertisers are having to pay a premium for the new-found super-power.”

Andrews’ article emerged from commentary from DISH Media Sales media measurement GM Prasad Joglekar during a panel on addressable TV at the Beet.TV leadership summit in New York on cross-platform addressability presented by DISH Media Sales and Experian Marketing Services. MediaMath CMO Joanna O’Connell interviewed the panel participants.

According to Joglekar, there are missed opportunities for advertisers who think addressable TV is too expensive.

“It’s a paradigm shift, right?” O’Connell responds to Joglekar. It’s a more “programmatic way of thinking about the world, where every opportunity is treated differently and valued differently because the expected results have different value for the marketer.”

Watch the full segment of the panel below.