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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.