Beachfront's Head of Partnerships, Tom St. John on how decision making tech will drive addressable advertising's evolution.

As the technology matures, addressability will organically mature with it,” he says. “The early stages of this have been around Single Ad Slot Optimization (SASO). It’s really a type of creative versioning... swapping in a different creative for the same brand. We want to move beyond that to Multiple Ad Slot Optimization (MASO)... being able to swap in (different) advertisers in real time.”


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