COLOGNE — For some, it’s the holy grail of television – the ability to reach individual TV viewers with customized messages, overcoming the inefficiencies of mass reach. But is this advanced TV advertising all it’s cracked up to be?

For Jon Heller, the opportunity is a mixed bag. “It’s a double-edged sword,” the co-founder of video ad-tech vendor FreeWheel tells Beet.TV in this video interview.

“I still want scale. If I have a very small, finely-targeted audience and I’m using a television experience to reach them, I’m not sure those things line up perfectly.”

For Heller, whilst the idea of specific reach sounds great, the reality can be trickier. “It’s very hard to reach a large number of adventure-travelling macramé aficionados,” for example, he says.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. For more Beet.TV coverage of DMEXCO, please visit this page.

FreeWheel European Summit, Cologne, 2016Tagged