Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor.

In this video interview with Beet.TV, he says: Advertisers no longer need to use content as the proxy to get to those viewers. We believe that buying an audience is the future.” That reflects the shift from a time when advertisers buy spots against specific TV shows because they pull relevant audiences by demographic, to buying those audience members wherever they happen to be watching.

So how about dynamically-served ads? “I think that will come at some point,” Gaynor adds. “Right now, we’re perfecting the process of reaching the right audience with the right message. We’ve got to grow that before we start adding more bells and whistle stop it.”

The video is part of preview series leading up to the Future of  TV Advertising Forum in London  You can find videos from the series here. The series is sponsored by Xaxis.