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Articles for Tom Fochetta

Why Addressable Advertising Must Be Built Around the Viewer

Today's audiences have made their expectations clear: irrelevant ads are no longer tolerated. They're skipped, ignored, or avoided altogether through paid, ad-free subscriptions. As more viewers opt for environments where advertising can be bypassed, and audiences are more in control than ever, advertisers must ensure their messages are timely, targeted, and additive to the experience—not a disruption to it.