Linear TV’s Biggest Barrier Isn’t Audience. It’s Agency Economics

The accepted narrative says linear TV can no longer provide what modern advertisers want. The real story is more complicated. Fragmented linear audiences are harder to reach, but they’re not gone. Sophisticated targeting, measurement and optimization are harder to execute in linear, but not impossible. The bigger barrier is operational fragmentation. For all but the […] The post Linear TV’s Biggest Barrier Isn’t Audience. It’s Agency Economics appeared first on AdExchanger.

Last updated Aug 18, 2026 by ATDb automated enrichment