CANNES — Once, it was a one-to-many medium. But TV is being rebooted. As consumers connect a new wave TV boxes to the internet, the screen in the living room begins benefitting from all the things internet-connected devices have been able to do for the last 20 years.

And marketers are getting excited, because targeted advertising is one of those things.

“The writing is on the wall,” Mediavest | Spark ad tech and platforms EVP Oleg Korenfeld tells Beet.TV in this video interview.

“As people cut their cord more and more … we will reach a critical mass, where it becomes a true TV on-demand platform.

“The core difference from linear television is that it operates similar to desktop and mobile, which is great for targeting. Digital television promises us efficiencies that we expect today from desktop and mobile.”


This video was produced  by Beet.TV at the Rubicon Project’s Rooftop Summit on Automated Advertising at Cannes Lions 2016.   The series is sponsored by the Rubicon Project.   For more videos from the series, please visit this page.