The upcoming holiday season is likely to lead to a greater deployment of smart TVs that may help smoothe the path for advertisers to buy advanced, addressable targeting ad campaigns using the latest OTT technology.

That is the hope of the addressable TV leader at Modi Media, the advanced TV wing of media agency Group M.

In this video interview with Beet.TV, Marc Cestaro says his company is currently trying to process and understand the dizzying number of new over-the-top TV services, and their relative capabilities when it comes to ad targeting.

“Unifying and understanding (ad) overlap and duplication across them (is) more of a wish at this stage of the game,” he explains. “(We are) just understanding what everybody has to offer, and then taking a step back and seeing how any similarities or differences. It’s changing so quickly.”

Cestaro says he has seen “addressable” TV – the technology through which ad buyers can target audience members on a one-to-one basis, rather than through large cohorts of TV show audiences – evolve, from taking place at the TV box level, to being supported by new over-the-top service operators, like Peacock.

That brings a new set of learnings to make.

“There’s questions around fragmentation and ‘Is it a national sample with one footprint versus another?’,” Cestaro says. “I think sometimes we (in the industry) want the perfect answer (to fragmentation) instead of a better answer.

“Right now, I think it’s a big improvement from where we were, and we expect that to continue and scale as smart TVs continue to take over, especially during the holidays.”

This video is part of the Beet.TV series title the Road to CES 202, a preview of the topics expected to be explored in Las Vegas in January.  The series is presented by Samsung Ads.  For more videos please visit this page