CANNES – No longer pie-in-the sky, the long-anticipated technology enabling brands to deliver TV ads to specific households is finally becoming a reality for cable and satellite operators including AT&T, says Maria Mandel Dunsche VP of Marketing for AT&T AdWorks, in this interview with Beet.TV

Not only are brands delivering targeted ads, the technology to measure the impact of the emerging media is in place as well. The scope of AT&T’s impact on addressable TV will greatly expand with the expected merger with DirecTV, she adds.

Dunsche moderated a session on the topic at Cannes Lions with GroupM Chairman Irwin Gotlieb. We spoke with her after her session. Also participating the program was Michael Bologna, President of Modi Media; Tracey Scheppach, EVP at SMG, Terry Kawaja of LUMA Partners and Mike Welch, President of AT&T AdWorks.

This event, hosted on the AT&T yacht, was presented in partnership with Beet.TV. Please find more videos from event here.