LOS ANGELES — Addressable video advertising is now a reality – the problem is, it is actually multiple realities.

“Addressability, to date, has been segmented in to private ecosystems,” says media agency ZenithOptimedia’s activation president John Nitti. “We’re still at the beginning pt of the continuum as far as being able to inform our full buy with data. We haven’t had something that cuts across the majority of our buys.”

That’s why ZenithOptimedia partnered with Collective last year began testing a new program to leverage consumers’ online activity to target linear TV ads.

“We can optimize TV programming and get smarter about how we purchase media on our clients’ behalf,” Nitti says. “It’s an incremental step in the evolution of the business… (that will) get away from the pure demographics and get in to much deeper metrics that will drive overall ROI.”

Collective chief strategy officer Justin Evans gives more detail on the project here.

Beet.TV interviewed Nitti at the 4A’s annual leadership meeting. See all of our coverage of the meeting here.