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Read this: Consultant calls for FTA addressable data body |

Summary: Nigel Walley, MD of UK media consultancy Decipher, has called for the UK TV industry to create for a new addressable data body for the free-to-air TV market, suggesting that over half the homes in the UK use a TV platform from one of the 'free' platform providers and therefore block out half the audience for new advertising innovation around linear. According to Decipher, not having viewer data becomes a problem in an increasingly data-centric world. - link

Consultant calls for FTA addressable dat…

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