MIAMI — TV is changing, and advertising with it. As TV services light up with internet connectivity, so, too, does the promise of serving individually-targeted ads to TV, in the same way as they already are online.

Just don’t expect that prospect to go large any time soon.

“There’s a lot of experimentation going on right now in the television industry,” says Fox Network Groups SVP, Advertising, Data and Technology Solutions, Noah Levine, in this video interview with Beet.TV. “Agencies and brands are starting to lean in, saying, ‘We want to move beyond doing basic age-gender demographic targeting’.

“We’re also seeing a select number of advanced buyers or brands that have taken their digital best practices and say, ‘Hey, I can activate my first-party data across the internet… how can I do that on television?’ We’re looking at how we can solve those problems.”

But Levine urges caution on over-reading the future of TV ads as here and now already. And he is not the only one expressing that realistic view.

“This is still early days in terms of market adoption and in terms of dollars flowing to what we might call ‘advanced advertising’,” Levine says.

Levin’s Fox is not a bystander as this evolution plays out. Fox operates is own service called AIM, Audience Insights Manager, offering brands and agencies the ability to optimize against Nielsen’s conventional gross rating point and secondary data layer across its linear TV channels.

“We at Fox definitely see some significant traction in optimised linear,” Levine added.

This interview was conducted by MediaLink MD Matt Spiegel for Beet.TV.

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.