FORT LAUDERDALE — It’s going to be gigantic when all the technology is in place – but why let the future get in the way of disrupting the present?

“At end of 2015, we’ll be lucky if 3% of the total video universe is transacted programmatically,” ad tech firm Videology Group‘s north America MD Tim Castree tells Beet.TV in this video interview.

“There will be a day in the future when every television in this country is addressable (individually targetable). What do we do in the meantime?

“There’s no point sitting around waiting for the perfect world to emerge. How do we create more value in the imperfect world today? The addressable audience is growing – there’s 42m homes in the (US) addressable footprint, 110m connected screens. ”

Castree also talks with Beet.TV about Videology’s recent partnership with Mediaocean.

He was interviewed at Beet.TV’s Beet Retreat annual get-together in Fort Lauderdale, Florida.

The Beet Retreat ’15 was sponsored by AOL and VideologyPlease find additional videos from the event here.