United Media presented its latest innovation – addressable advertising at the Weekend Media Festival in the northern Croatia Adriatic resort of Rovinj on Friday.

N1 TV will air the panel at which the VIDA project was presented at 09:00 pm on Friday.

“One of the most important trends in the world is arriving in our region, and it is powered by the most advanced ad-tech platform. The power of digital advertising and targeting will be achievable on linear TVs, not only on the big screens but also on other devices used for the consumption of TV content. As viewer behaviour constantly changes and evolves on a yearly basis, addressable advertising will completely change the way we advertise on television,” United Media said.

Panel participants discussed why addressable advertising is the most important topic among international media and tech giants, what it will bring and how United Media’s innovation will be like in practice.

The panel participants are: Sergej Berišaj – United Cloud, CTO (Slovenija), Marija Matić – United Media, VIDA project leader (DAI), (Luxembourg), Aleksa Radonjić – United Media, Advertising Business Strategist (Serbia), Mika Tasich – Tiilio, co-founder and CTO (United Kingdom), Ivana Uspenski – Proximity Worldwide, Head of Communication Ecosystems (Germany). The panel was moderated by Magdalena Malinova – an independent consultant on advertising, communication and media strategies and sales from Croatia.

N1 TV operates as part of United Media.