SAN FRANCISCO – The holy grail of mass-market TV through which advertisers can target individual viewers is coming nearer as better and better ad tech improves prospects, says one company playing in this emerging area.

“We obviously don’t have that utopic state in linear TV right now,” says TubeMogul CMO Keith Eadie in this video. “We don’t have it perfectly in programmatic digital media either – but we’re a lot closer to it.”

TubeMogul this month announced it would bring its own targeting data to bear on cable TV ad inventory aggregated by AudienceXpress, allowing its customers to “programmatically” buy ads on cable TV just as they do for online video.

“It is the first step of many toward realizing the promise of programmatic TV for brands and agencies. There’ll be more to come on this,” Eadie adds.

We spoke with Eadie for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco.    It is sponsored by the automatic content recognition (ACR) technology provider Civolution.

Please find more videos from the series here.   Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.