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TV Feels the Heat from Google and Facebook
By: Digiday
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About a year ago, Bryson Gordon was emptying a box of his mom’s old things when he uncovered a document from a bygone era in advertising: an ad sales research report from 1963, written by his mother when she worked at BBDO in San Francisco. Written for an orange-soda client, the report summarized the impact of different ad creative on various brand metrics (affinity, purchase intent). The results were organized according to broad, age- and gender-based demographics — just like the $70 billion TV advertising industry does today.

“If it wasn’t for the fact that it was clearly written on a typewriter, it could have been something attached to an email last week,” says Gordon, now an evp of data strategy at Viacom. “TV has been stuck.”

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This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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