Big broadcasters, cable nets and MVPD’s are embracing solutions to use their data to sell linnear programming, a market that will reach $1 billion in 2016 and quickly scale, says Scott Ferber, CEO of Videology, an ad tech company that provides services in the sector.

Ferber also talks about the future of addressable TV and remarks on its success in the U.K. with Sky’s AdSmart product, but notes the current inventory  constraints around addressable in the U.S. is hampering its growth here.

We spoke with him yesterday at Videology where the company hosted an Advertising Week seminar on the future of TV.

Ferber will be a keynote speaker at the upcoming Beet Retreat on advanced TV at the W Fort Lauderdale, November 11-13. Videology is the the event’s lead sponsor along with Adobe, AT&T AdWorks and Nielsen.