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The Advertiser Association in Argentina (CAA) is leading an initiative focusing on the digitalization of advertising processes, to switch from physical support to online transmission of TV commercials.

Currently in Argentina, most TV commercials are sent on a physical support (DVD or tape) to the TV channels and advertising orders are sent on paper or by fax.

CAA has set up a bespoke working group that will focus on establishing a system by which all TV commercials would be sent online to a central hub from which TV channels would request them as needed.

In a second stage, advertising orders would also be paper free. This newly established working group includes representatives from broadcast TV, cable TV and media agencies.

For additional information, please contact Philip Perez, email: [email protected]