Hasta La Creative!

Trying times make for interesting bedfellows.

Advertisers that met with Turner, Fox and Viacom on Friday said the competitors’ new collaborative offering seems like a real step toward buying targeted audiences on TV in a big way.

That could be a big deal as traditional TV audiences continue to fall way, making it harder for the country’s biggest marketers to reach large crowds of consumers all at once. Networks have responded by pitching advertisers on data-driven buys that theoretically make TV advertising more efficient. But assembling targets of, say, households with a car lease soon to expire, has been hard to do in big numbers when advertisers had to buy from one company at a time.

Continue reading at AdAge.com