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Sky being chased by Orange, Canal+, ProSiebenSat in addressable ads

While it has become trendy in advertising to knock the new and flatter the old, there were some key new announcements at the Future TV Advertising Forum. We are used to being told ad nauseum how wonderful Sky is, for its 4 year old Adsmart program, which has introduced addressable advertising in the UK, and this year it has moved across Europe to Germany and Italy. But this year we also saw moves from Orange working alongside Canal+ and a new experiment from ProSiebenSat, worthy of considerable note because it is built around Germany‚Äôs broadcast broadband hybrid protocol HbbTV. Germany is now reaping the benefits of moving early in this hybrid format, circa 2009, and also for not making the…

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