Over on Linkedin, a post about the changing commercial calculus in ‘addressable TV’. This is what in the US is called CTV (or ‘connected tv’). The term doesn’t make much sense - a bit like the term “wireless” for a generation that never knew the wires in the first place! However, the real trend is that the digital, performance marketing techniques honed in online retail are making their ways to the largest screen in the house (and the business of broadcast, distribution and advertising that lies behind it). Consider it as an arc of progress: from on-site digital advertising, through search and outbound programmatic, via retail media and commerce media to… TV.

Ted Sarandos (Co-CEO of Netflix) made some interesting points in a recent interview with the BBC and so I’ve build on that to link up the new calculus in addressable/CTV for digital marketers: Attention, Content and Margin.