Working Paper

Assessing the Potential of Addressable Linear TV Advertising

Rex Du

University of Texas at Austin

Tsung Hsieh

University of Houston

Oct 17, 2022


Compares second-by-second linear TV viewing data for more than 700,000 households over 15 months with conversion data from an online vendor of personal financial services to determine the potential lift in efficacy when traditional TV advertisers switch some ad buys to addressable TV and target households with the highest incremental conversion potentials.

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