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December 2, 2020
Reading time: 5 min
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By Kati Bremme, Innovation and Foresight Department

The new hope in TV technology for an advertising market battered by the pandemic is “addressable” advertising, meaning TV ads that can be targeted to specific households using user data. Long-awaited, addressed (or segmented) advertising finally arrived on TVs in France this summer, between two waves of Covid-19, thanks to the modification of a decree dating back to 1992 .