Targeted TV ads are gaining speed thanks to efforts by media agencies like Starcom and GroupM, as well as Microsoft's Xbox, says Forrester analyst Michael Glantz in this interview with Beet.TV

Addressable TV has been held out as a carrot for the TV ad buying market for many years, but now Glantz tells us he is optimistic about partnerships such as the ones struck between Starcom and DirecTV and between GroupM and Dish.

Questions remain though about how to apportion money from big TV buys to more direct-response style TV campaigns, he adds.

He's also keeping an eye on efforts from Microsoft XBox in targeted ads. XBox offers marketers demographic, behavior and location targeting.

For more on the prospects of addressable TV, please see our 2011 interview with Starcom's Tracey Scheppach.

Daisy Whitney