Digital Transformation Adtech Future of TV

Why Accenture pivoted its virtual product placement prototype from TV to games

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By Hannah Bowler | Journalist

May 17, 2022 | 1 min read

In 2017, Accenture Interactive (now Accenture Song) set out to explore tech that could dynamically insert product placement into TV, courting the likes of Netflix and Amazon as partners. Four years later, its R&D boss tells The Drum where the project is today and how it could work for gaming.

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