It has taken a while, but methods of targeting TV ads at the household level have now hit a critical mass in the United States, according to an exec from a brand new company hoping to help ad agencies take advantage.

“Right now the scale for addressable television – either linear or VOD – is  57mn,” says one2one Media chief operating officer Jamie Power in this video interview with Beet.TV. “That’s about half of all US households.

“That number will grow to about 70mn households by the end of 2017. So, we have scale there.”

Power is one of two of advertising execs who set up and led GroupM’s advanced TV advertising division, and who have now moved on to run their own, independent company in the Cross MediaWorks portfolio.

Mike Bologna and Jamie Power – who were CEO and managing partner, respectively, of Modi Media – have become president and COO of one2one Media, a company helping agencies to plan, implement and measure advanced TV advertising on multi-channel video programming distributors.

“It’s the most exciting time to be in television right now,” Power continues. “We’ve always known that television works, we  never had the data to prove it. Now we have all this data we’re able to show clients that TV does more than drive awareness.

We can target prospects, we can drive conversion. We can use smarter targeting, like we’ve done in digital for years.”

one2one sets out to aggregate addressable inventory and create a managed service so that, instead of talking with multiple MVPDs and working with multiple different data sets and trying to stitch together measurement and sales data, it can all be done by one2one.

This segment is part of a series leading up to the 2017 TV Upfront. It is presented by FreeWheel. To find more videos from the series, please visit this page.