TV convergence gains momentum as first party data use grows exponentially

Advertisers are increasingly comfortable using first party digital targeting data on linear TV campaigns with nearly 150% growth this past year.
A recent report by Videology, a software provider for converged TV (CTV) notes that the rapid adoption of advanced data targeting grew quarter over quarter from Q1 2017 to Q2 2017 with 50% more advertisers using first part data since 2016, a number that has tripled when compared to 2015. The report looked at 1.9 billion total impressions between Ap