--- title: How is technology in TV advertising supporting the virtual economy? description: "REPLAY: TVOT Execs from buy-side, sell-side & adtech. Will Q4 see a resurgence in TV advertising? Can TV adapt to virtual economy, what tech is needed?" image: https://blog.centriply.com/hubfs/image-png-4-1.png --- [![](https://blog.centriply.com/hubfs/Centriply_April2016/Layout/logo.svg)](http://www.centriply.com/) - [Services](http://www.centriply.com/#services) - [Industries](http://www.centriply.com/industry/) - [Case Studies](http://www.centriply.com/case) - [Casual Dining](http://www.centriply.com/case/casual-dining/) - [Health: Allergy](http://www.centriply.com/case/health-allergy/) - [Health: HIPAA](http://www.centriply.com/case/health-hipaa/) - [Insurance](http://www.centriply.com/case/insurance/) - [Multicultural](http://www.centriply.com/case/multicultural/) - [Political](http://www.centriply.com/case/political/) - [Retail](http://www.centriply.com/case/retail/) - [Products](http://www.centriply.com/products/) - [About Us](http://www.centriply.com/about-us/) - [Blog](https://blog.centriply.com/) - [Contact Us](http://www.centriply.com/contact-us/) Search - - # How is TV ad tech supporting the virtual economy? Posted by [Activation Team](https://blog.centriply.com/author/activation-team) on September 15, 2020 ![image-Aug-31-2020-04-18-48-64-PM](https://blog.centriply.com/hs-fs/hubfs/social-suggested-images/image-Aug-31-2020-04-18-48-64-PM.png?width=497&name=image-Aug-31-2020-04-18-48-64-PM.png)Interactive TV Today (ITVT) and The TV of Tomorrow Show (TVOT) presented the 2020 Leadership Congress, Sept 8-10. Check out this informative TVOT of Tomorrow Replay, hosted by the iTV dr. Rick Howe. https://thetvoftomorrowshow.com/ During this leading TV industry event, panels and keynotes featured a sterling lineup of media owners, video specialists, technology developers and advertising industry leaders all focused on the current upheaval and opportunities in audience viewing and advertising. Special thanks to Tracey Swedlow and Televisionation for providing an extensive platform for networking and business-development specialists during this three day virtual event. **Whither Goest Thou, Television Advertising? (with Apologies to Jack Kerouac)** On Wednesday, September 9th, this 45 minute session with iTV Dr.Rick Howe moderating featured a panel of execs on the agency buy-side, AdTech, and media owner on the sell-side. They generally agreed that the pandemic upended the status quo, and that Q3 was seeing a resurgence in television advertising.   ![](https://blog.centriply.com/hs-fs/hubfs/image-png-4.png?width=300&name=image-png-4.png) The panelists for this session include: - [Tal Chalozin](https://thetvoftomorrowshow.com/users/tal-chalozin), CTO, **Innovid** - [Rick Howe](https://thetvoftomorrowshow.com/users/rick-howe), **The iTV Doctor **(Moderator) - [Jo Kinsella](http://thetvoftomorrowshow.com/users/jo-kinsella), President, **TVSquared** - [Steve Reynolds](https://thetvoftomorrowshow.com/users/steve-reynolds), President, **Imagine Communications** - [Scott Stansfield](https://thetvoftomorrowshow.com/users/scott-stansfield), Founder, **Centriply** - [Evan Tracey](https://thetvoftomorrowshow.com/users/evan-tracey), Founder, **NMRPP** - [Rob Weisbord](https://thetvoftomorrowshow.com/users/rob-weisbord), President, Local News and Marketing Services, **Sinclair Broadcast** They believe the immutable political advertising season, starting on Labor Day, will generate advertising momentum that would carry over to retail, CPG, auto and even travel. As the pandemic has continued to grip our business and social lives, how do advertisers and media owners adjust their thinking? History suggests that TV advertising precedes and supports brick-and-mortar growth in economic downturns. Will that continue? TV is adapting to support the virtual economy, and Centriply is developing technology and tools needed to achieve that goal.       As always, the discussion touched on how to measure return on investment in TV, and the conclusion was that it's happening already. A view of the horizon reiterated the existing, but pandemic-accelerated, need to focus on speed of response in planning and placing spots, using technology from players like Centriply to compete successfully. To satisfy advertisers' need for an integrated view of media performance across multi-channel campaigns, more and more technology is being deployed to remove the friction from the process and apply successful attribution of TV impressions, delivering metrics advertisers need now and in the future. Check out the replay for the full discussion.     ![The iTV Dr. Rick Howe, Steve Reynolds Imagine Communications, Tal Chalozin Innovid, Rob Weisbord Sinclair Broadcast Group, Jo Kinsella TV Squared, Evan Tracey National Media, Scott Stansfield Centriply](https://blog.centriply.com/hs-fs/hubfs/image-png-3.png?width=526&name=image-png-3.png)     Topics: [Targeted TV](https://blog.centriply.com/topic/targeted-tv), [TargetedTV](https://blog.centriply.com/topic/targetedtv), [Technology](https://blog.centriply.com/topic/technology), [Media Planning](https://blog.centriply.com/topic/media-planning), [TV Impressions](https://blog.centriply.com/topic/tv-impressions), [CRM Data can drive TV planning](https://blog.centriply.com/topic/crm-data-can-drive-tv-planning), [Media Planners](https://blog.centriply.com/topic/media-planners), [New Partnerships](https://blog.centriply.com/topic/new-partnerships), [Retail Marketing](https://blog.centriply.com/topic/retail-marketing), [media](https://blog.centriply.com/topic/media), [advertising](https://blog.centriply.com/topic/advertising), [marketing](https://blog.centriply.com/topic/marketing), [media consultant](https://blog.centriply.com/topic/media-consultant), [Audience Buying](https://blog.centriply.com/topic/audience-buying), [Biz Dev](https://blog.centriply.com/topic/biz-dev), [Political Advertising](https://blog.centriply.com/topic/political-advertising), [Targeted TV for Political Advertising](https://blog.centriply.com/topic/targeted-tv-for-political-advertising), [advanced TV advertising](https://blog.centriply.com/topic/advanced-tv-advertising) ### Recent Posts ## Contact Us Rob Bochicchio President New York City C 646-872-9530 Rob.Bochicchio@centriply.com . Search [PRIVACY/COOKIE POLICY](http://www.centriply.com/privacy-policy/) | [TERMS OF USE](http://www.centriply.com/terms-of-use/) | © 2026 CENTRIPLY. ALL RIGHTS RESERVED CENTRIPLY.COM, SECOND FLOOR, 63 PUTNAM STREET, SARATOGA SPRINGS, NY 12866 USA Search [PRIVACY/COOKIE POLICY](http://www.centriply.com/privacy-policy/) | [TERMS OF USE](http://www.centriply.com/terms-of-use/) | COPYRIGHT 2017 CENTRIPLY. ALL RIGHTS RESERVED | CENTRIPLY, THE CHRYSLER BUILDING, 405 LEXINGTON AVE. 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