TV may not yet be fully addressable to advertisers in the same way the internet is, but that isn’t stopping a collection of platform operators and ad tech vendors from trying to make it a reality.

The Trade Desk, a demand-side advertising platform, is working to bring more ad targeting to Roku, the connected TV box in 14 million US homes.

“Because it’s device … it’s really no different than a mobile phone or a laptop with a cookie. They can overlay audience data on top of that. You can do targeting at the Roku device level,” Brian Stempeck, chief client officer, tells Beet.TV.

“Companies like LiveRail are starting to activate that data to say, ‘Ok, this cookie that Coca-Cola has, that’s the same as this user on a Roku’ – so you can then target those users.”

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.