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When the asteroid hit, dinosaurs had to adapt or die. Some evolved to become birds; the rest you can see in the museum. Now, faced with digital cataclysm, smart media companies are soaring. The unexpected hero-to-the-rescue is Marketing, using new promo-targeting technologies to build ratings even as the overall audience for linear TV shrinks. What is different is that these new technologies use behavioral modeling to target promos precisely, making them more effective while using fewer spots.
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By: John Curran, Director of Media Analytics
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