Register now and be part of the ultimate gathering for streaming pros next month at Streaming Media 2025!

Biographical Information

Sona Pehlivanian

Vice President, Addressable Campaign Management and Operations at New York Interconnect

Articles for Sona Pehlivanian

Addressable TV Is No Longer “Optional” – It’s Table Stakes

Going into 2025, advertiser conversations around addressable TV are different than they have been in past years. Considered an "add-on" by many just a few years ago, addressable TV is now considered a "must-buy" among the majority of advertisers today. Sona Pehlivanian of New York Interconnect writes that this shift represents a new level of maturity in how the advertising industry views addressable and how it is an important milestone in bringing TV advertising in line with shifts in consumer viewing behaviors.