All the talk in TV ad land is about the prospects for super-targeting viewers of connected TVs with hyper-individualized ad messages.
One school of thought says that kind of dynamic personalization is "science-fiction".
And a leading addressable TV advertising exec is similarly bearish.
"I don't think true personalization, where you call somebody out by name and location, I don't think that's ever going to happen," Modi Media's Joanna Thissen tells Beet.TV in this video interview.
"I don't think you'll ever see an ad where somebody's like, 'Hey, Joanna, who lives in East 36th Street, come and buy my car' - the ad tech just doesn't exist for that to happen.
"But I do think that the next wave of addressable will be kind of creating creative that speaks more to the lifestyle of the target you're looking for ... That way, that content is now connecting with the intended audience - rather than just showing them a generic commercial, you're now starting to speak to them even more on a one-to-one basis."
The video is part of preview series leading up to the Future of TV Advertising Forum in London You can find videos from the series here. The series is sponsored by Xaxis.
You can find this post on Beet.TV.