While the technology to deliver television advertisement to a specific household via the cable box is now viable, the growth of the emerging medium. called "Addressable TV," is being held back by a lack of access to "granular" household data owned by the cable and satellite operators, says Steve Murtos, SVP Precision Video at Starcom MediaVest Group.
We spoke with him about the growth of addressable which will expand beyond the cable box to IP content via various audience optimization approaches, he predicts.
We interviewed him last month at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
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