Best of Web: Addressable Ad Executive: ‘If I knew it would only be a $2B business by 2018, I wouldn’t have taken the job’

By Angie Johnston  |  June 15, 2018

Daniel Frankel | Fiercecable.com | June 15, 2018

SAN FRANCISCO —While most agreed that the technology is baked enough to support sizable addressable advertising and Dynamic Ad Insertion (DAI) markets in the U.S., a panel of leading industry experts also concurred that the current market, as it exists, is disappointingly small.

In fact, various estimates peg the total U.S. addressable market at only around $2 billion right now—a small fraction of the $70 billion U.S. TV ad market.

“If you told me in 2003 that I’d be talking about a $2 billion business today, I wouldn’t have taken the job,” remarked Michael Kubin, executive VP of media for addressable services shop INVIDI. Speaking at the annual TV of Tomorrow conference on the old Presidio lot on Thursday, Kubin has been on the job since, well, 2003.

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