eMarketer forecasts that ad spending on addressable TV platforms (those which allow buyers to target viewers or households) will constitute 3.7% of total US TV ad spend in 2019, an overall market which is now otherwise in marginal decline.

If the new technology is going to help restore growth to TV ad revenue, it is going to need to go large.

In other words, more TV operators are going to need to put more addressable technology in more viewers’ homes.

But that is a future Marc Cestaro sees coming in to focus.

The director and addressable lead at GroupM’s dedicated MODI Media division, in this video interview with Beet.TV, says: “I think scale comes from different places now. Scale comes from new households lighting up.

“You have Frontier and Cox joining Xandr and NCC respectively. We can expect some of the older legacy homes to kind of grow from a Comcast standpoint. Their X1 boxes are rolling up, they’re creating more linear insertion.

“We can expect some new providers, and I think there’s more of a merge coming between the connected and the app space and the networks, to the household addressable. We’ll see some kind of some movement there as well.”

Stats on US household addressability vary. In December, AT&T’s Xandr was citing 60 million.

Cestaro will speak to the growth of addressable TV at the August 7 Beet.TV industry summit hosted by GroupM.

This video is part of Beet.TV’s coverage of The FreeWheel NOWFRONT: Media Reimagined. For more coverage from the series, please visit this page.