So-called “addressable TV’, the ability to deliver personalized TV ads to individual households, is set to revolutionize the business – if only it can get off the ground in earnest.

“There’s a lot of talk about addressable TV. The market is trying to look for what is real,” comments digital ad group 4C Insights‘ CEO Lance Neuhauser, whose company offers social media insight in to the buying of TV ads.

“We finally now have the infrastructure and the data available to actually deliver on the promise of addressable TV – one ad going to a specific household.

“That brings about a whole new series of questions – ‘Who should I be putting my message in front of and why?’ ‘How can I measure whether that ad was effective?’ We plan to play aggressively in the delivery portion of this.”

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