It was a long time coming, but the long-held promise of targeting individual households with customized TV ads has finally come in to view.

That is something video and TV programmers – all facing competition from digital-native ad platforms that have long offered super-targeting – need to remain competitive.

“I think there are finally real ways for them to bring addressability to television,” says Vikram Somaya, Nielsen chief data officer, in this video interview with Beet.TV.

“I think a lot of the issues had been – certainly from the sell side when I looked at it – was, ‘How did this actually work with measurement on which everything was transacted?'”

In February, Nielsen formed Advanced Video Advertising (AVA), a new group focusing on developing addressable advertising initially for internet-connected smart TVs.

That came after it acquired Sorenson Media, which had filed for Chapter 11 bankruptcy proceedings, for $11.25 million.

Somaya says gives Nielsen the ability to give programmers addressable capabilities which also address how the opportunity is managed against ratings.

This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen.  For more segments from the series, please visit this page.  You can find all Beet.TV coverage of Cannes right here.