The recently approved acquisition of DirecTV by AT&T will drive the adoption of addressable advertising to the set-top box and across screens, explains Rick Welday, the newly appointed CEO of AT&T AdWorks, in this interview with Beet.TV

In addition to the massive scale of the newly merged entities, the technical capabilities developed by DirecTV will mean that advertisers can deliver ad messages to specific households and devices.  The new company has the largest addressable footprint in the United States, says Welday.

We interviewed him last month at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV  Please find more videos here