Which is precisely why two years ago she founded Furious Corp., of which she is CEO, to offer an advertising enterprise management platform for TV broadcasters and premium publishers called PROPHET.

“Our business has gotten so complex,” Swartz says. “There’s so much technology, new channels and vertical ad stacks, there’s nothing tying it all together to help someone run their business.”

When Swartz is asked for her opinion about census versus panel data for making advertising decisions, the answer is yes and yes. Meaning, media sellers have to be agile and flexible.

“The reality is that everybody’s looking for an easy answer, and there isn’t any easy answer,” Swartz says of a common currency. “The idea that you need to be able to sell in multiple currencies and equalize.”

This is because while a TV buyer probably will want to buy against a traditional Nielsen guarantee, a digital buyer who might be “foraying into television” will most likely desire a buy based on impressions, according to Swartz.

“So we need to be able to do the math with ease and make informed business decisions based on data, regardless of what the currency is,” says Swartz.

She goes on to discuss her efforts to help operators in Europe develop a road map and strategy for building out a sales house, of which there are few and mostly large. Operators are in a “unique space” because they don’t have two minutes of inventory to sell like their U.S. counterparts, while they have or ultimately will have set-top box data with which to sell inventory.

“So the question is, do they enable broadcaster partners to sell their inventory using the addressable data, or do they aggregate and then build a sales house and sell it? There’s a lot of business questions that have to be asked,” says Swartz.

She is heartened by the news that addressable ad platforms provider INVIDI has been acquired by AT&T, DISH Network and WPP.

“I’m so happy for the Invidi team because they have been committed to our industry and its success and they’ve been in the boat rowing for a long time,” says Swartz. “It makes my heart smile and as a founder it encourages me. That’s an awesome sign that we are moving forward.”

We spoke with Swartz at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

In an interview with Beet.tv, Siotis acknowledges that the one problem all markets face is “enabling them to make a more efficient transaction.”

As the conversation shifts to census-level audience data, Siotis sees it “still quite siloed as regards the Broadcasters Audience Research Board (BARB) in the U.K. and Nielsen in various markets.

These sources “don’t really take into account the way that people are engaging and consuming broadcasters’ content,” Siotis says.

He points to the BARB’s Project Dovetail as one positive development. Project Dovetail melds two complementary data sources: BARB’s panel of 5,100 homes for representative viewer information, and device-based data from webservers showing how TV is being watched.

Looking ahead to 2017, Siotis is excited about the rise of over-the-top viewing.

“The number of impressions or potential ad impressions on the platform have grown exponentially and it’s a huge area of focus for us going into 2017,” Siotis says.

A major sea change that while not breaking news has had a positive impact on publishers is the “death by a thousand cuts” of FLASH and the rise of HTML5, according to Siotis.

“It’s important to sellers, because ultimately sellers want to offer a seamless experience for users across any device,” he explains. “Unfortunately, FLASH doesn’t work across every different device.”

He also foresees a tightening of the marketplace in the form of increased consolidation across the video distribution industry. “There’s not that many players within our space that are left to be acquired but I imagine you’ll see some smaller buys happening to fill out peoples’ stacks,” says Siotis.

Asked what he’d like to see happen in the near future, Siotis yearns for more experimentation among broadcasters in the area of advanced TV so that it represents “more than a rounding error to their businesses.”

We spoke with Siotis at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

With more than 1.5 billion social media users in database mapped to 250,000 interest categories, 4C Insights traffics in real, observed behavior.

“Not what the average 18- 24-year-old male does but actually the engagers of your brand,” Dreller says in an interview with Beet.tv. “It’s a real-time nature, not something you mine at the beginning of the year and use for your year’s planning.”

The company’s algorithmic insights are derived from Facebook and Twitter’s “fire hose to their anonymous engagement data,” Dreller explains. “Who’s commenting, sharing, what’s connecting.”

He’s gotten used to meeting with marketers that advertise on television armed with two lists: One showing the 100 programs those marketers are advertising in most and the other listing the 100 shows those brands’ “engagers” are most engaged with. “Why aren’t you advertising there?” Dreller says of the discrepancy.

A “fairly new data set” beyond social media consists of second-by-second feedback of how viewers are consuming media on television, according to Dreller. Among the takeaways are whether people are skipping, fast-forwarding through or changing channels to avoid commercials.

“It’s kind of like the viewability piece in digital,” says Dreller. “Are they even seeing your commercials? I think this is a very important signal that TV marketers can start to mine.”

Asked about second-screen viewing, Dreller cites media usage research showing that total time typically exceeds 100%. “That’s because people are consuming two channels at a time,” he says, adding that it’s not uncommon for him to use three devices simultaneously.

“For most television marketers, they’re seeing how TV advertising is evolving and they’re realizing they need to adapt. Social data provides an interesting outlet for TV marketers to see these insights,” Dreller says. “Marketers are just scratching the surface now.”

We spoke with Dreller at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

That is one of the key challenges occupying the minds of brands and their agencies these days.  And it’s certainly one troubling GroupM unit Mindshare.

“One of the biggest challenges that we have today is that the way in which we measure the effectiveness of each of … touchpoints is very different across different types of video,” according to Mindshare’s programmatic marketing head in the U.K.  Ruth Zohrer.

“What is important is to settle on a consistent set of metrics that we can use in a longer time continuum so we can start creating benchmarks for clients and start gauging whether the activity is successful … on a much broader set of KPIs.”

The usual suspects like comScore, Nielsen and many others are scrambling to bring together measurement metrics from a range of platforms in to a single, cross-media view.

That can show the numbers along the way, but Zohrer also wants consistency about the way campaign success is measured.

“It’s not so much about having the perfect tool,” she tells Beet.TV, in this video interview. “It’s about having agreement as to how you will gauge the success of a given type of content on a platform determined to drive a specific outcome.”

“That today is something that we haven’t come together as an industry on. One of the biggest things that we’re looking to encourage as an agency and as part of GroupM is to create that consistent set of metrics that we use to be able to gauge the return on investment that our clients have from different points of video.”

This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

The technology is also being deployed in other markets, too, according to one of the industry’s top media measurers.

“I think census-level data is very much a reality now,” says Margo Swadley, UK TV measurement MD of Kantar Media.

“It’s been a part of the Netherlands online currency for over a year now, and, in fact, they’ve had advertising as well as programming in there for almost a year. So it’s very much a reality, it’s happening.

“It’s happening in the Netherlands from an online perspective only, about to happen in Norway. This year is their year of preparation and, in January 2018, Norway will have a currency that includes online and offline… out-of-home as well. It’s no longer a dream.”

Next-up, however, Swadley wants to get YouTube and Netflix involved in the opportunity, she says in this video interview with Beet.TV.

This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

“It’s about keeping the value and dollars in the content ecosystem – equipping our content partners with more tools,” Liberty Global advanced advertising and data MD John Paul tells Beet.TV in this video interview.

“The major difference to the US market is, we don’t have our own inventory – we don’t have an ad business, except for Latin America. We assume a true enabler role. We work with broadcasters to establish the capability and then they do the selling, we contribute our data and access to our set-top boxes.”

Over the last year, Liberty Global’s Belgian operator Telenet has been testing the delivery of house-hold-customised, addressable TV ads for channel operator SBS, using technology from INIVIDI. Now Paul says the practice will go fully live from Q1 early next year.

Liberty Global’s footprint includes Belgian’s Telenet, Germany’s Unitymedia, eastern Europe’s UPC, Netherland’s Ziggo and, since 2014, UK cable operator Virgin Media, which is coming up to speed on enabling broadcasters to place targeted ads in VOD served through its box.

“Broadcasters are trying to think through how to sell impression-based advertising.,” Paul adds. “We’re figuring it out together.”

This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

But, whilst US penetration is high, it is not necessarily the country leading the tech charge, says one exec with a multi-country view of the opportunity.

“We see, in the addressable TV world. very much the UK is at the forefront,” according to Rhys Nöelke, the strategy SVP for German-based RTL Group, the FremantleMedia owner that also has a stake in online video ad tech operator SpotX.

“(It is) a market where we are not present with our broadcasters, but we see a lot of activity from Sky, for instance, with the AdSmart platform. That is very much the most advanced ad platform in the world, I believe.”

AdSmart is the addressable TV offering launched by UK pay TV leader Sky – a satellite TV firm, telco, channel owner and media sales house. It helps advertisers place ads on set-top boxes that, using data, can be triggered in individual households during commercial breaks.

But, whilst the UK apparently leads the way, other parts in Europe are far behind, Nöelke says.

“Don’t even speak about regulation,” he grumbles. “For instance, Germany and France, local advertising on TV is or geo-targeting is not permitted.”

RTL’s SpotX was just named the most trusted video ad platform in the US.

This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

That diversity gives it breadth that extends beyond its own platform, and beyond its own content.

Case in point – Sky AdSmart, Sky’s solution for delivering customised TV ads to viewers’ set-top boxes, no longer just functions whilst viewers are watching Sky’s owned and operated channels.

“Sky Media, the advertising sales division of Sky, sells on behalf of all of Sky’s wholly owned channels, but also the likes of NBCU, Discovery, Viacom, Channel 5, those sorts of brands,” Sky Media’s deputy MD Jamie West tells Beet.TV in this video interview.

“So, whereas in the US, the platform operators tend to offer addressability and targeted advertising only in those cable opt-out minutes, we, as a vertically integrated platform, offer addressability and targeted advertising across the full spectrum of advertising minutes across the day and across channels.

“We’ve launched Sky AdSmart, our addressable TV product, with NBCU, with Fox, with A+E Networks, and with more channels – Viacom, digital channels – and then Channel 5 goes live, I think it’s in and around Q1 2017.”

Channel 5 is the lifestyle channel, the fifth and final channel to be awarded a digital terrestrial license in the 1990s, that was acquired by Viacom in 2014.

This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

“It’s what advertisers are looking for,” Bologna says in an interview with Beet.tv. “They night not necessarily need the data all the way down to addressability, but they could very much use the data to pick and choose their networks and programs and dayparts.”

Noting that for the longest time in TV, data has been based on broad demographic segments, “What we’re starting to see now is advertisers looking to plan their advertising based on much more granular segments, as has been identified through the digital marketplace,” Bologna explains. “But they want to do that more now in television.”

Modi typically works with some 75 different data sets, according to Bologna, and within each category one or two sets are more effective than others. “But at the end of the day, if you just take Experian and Acxiom, most of the other data sets are piped into them,” says Bologna.

While “television is still television” with the traditional GRP delivery, econometric models are improving. “We’re learning a lot from addressability, because addressability is true attribution,” says Bologna. “We’re taking the learnings that we’re getting from attribution and sales in addressability and we are starting to work on ways to project that up toward the larger business.”

A lot of the campaigns MODI is doing for clients involves targeting a specific consumer segments but not just on television. “Yes, household addressability is a piece of it. But it’s also addressing computers, mobile phones, smart TV’s, it’s addressing tablets. And it’s all being aggregated and measured together,” says Bologna.

This is happening in every product and service category, “whether it be data- infused or addressable or somewhere in between,” he adds. “We’re doing our best to tie it back to attribution, and that’s what the advertiser wants.”

We spoke with Bologna at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

Many tech vendors these days are fond of boasting their “end-to-end” status, claiming to be able to the Swiss Army knife of services. But is it best to pick a specialist solution for each problem?

Ryan Jamboretz doesn’t think so. As the chief commercial officer of TV ad-tech company Videology, he travels the world, meeting broadcasters in the globe’s top 10 markets, and he thinks there’s no point in so-called “point solutions”.

“What you’re seeing is heavy device proliferation, consumption of traditional television fragmenting, while, at the same time, total consumption of content going through the roof,” he tells Beet.TV in this video interview. “So how you tackle that problem without a series of point solutions is the common problem these guys are facing.

There are fantastic companies out there who are experts at each one of those point solutions. Whether it’s set top boxes or whether it’s IPTV or whether it’s over-the-top, there are experts who have developed businesses to work in that environment.

“What the industry now needs is something to elevate above that content-specific silo into a way where they can use their data and unify all those siloes.”

This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

In the United States, says DISH Network’s VP of Media Sales & Analytics, “When you ask 10 people what programmatic TV is, you get 11 answers.”

But in an interview with Beet.tv, Gaynor makes it clear that DISH knows exactly where it’s going with regard to advanced TV.

“Programmatic’s not a product,” says Gaynor. “It’s not even a product when you talk about digital. It’s a process. The way that we look at programmatic is a way to automate the use of complex data sets infused into television buying.”

Gaynor goes on to outline a three-stop process at DISH with the preface that the company’s programmatic offering is built on the foundation of its addressable TV platform.

Step one involved the untargeted impressions derived from full 30-second spots that had been “sliced and diced” for addressable ads. “We wanted to take some of those untargeted impressions and bring digital money back to TV,” Gaynor explains.

So DISH made them available to advertisers that were already buying impressions across every screen but TV. “Now they have TV impressions in their buy,” says Gaynor.

Step two will be to ultimately automate the use of addressable across all of the company’s addressable impressions. “It’s not designed to get rid of my sellers or to get rid of buyers,” Gaynor says. “It’s designed to make what’s really a complex process easier.”

Step three: “Take all of my inventory and let it be purchased programmatically,” he adds.

Asked for his thoughts on the acquisition of addressable advertising platform provider Invidi Technologies by AT&T, DISH and WPP, Gaynor cites the need to continue to push addressable forward.

“The parties that come together for this venture demonstrate the commitment of both the sales side and the buy side to drive addressability,” Gaynor says.

Returning to his earlier quip about 10 questions yielding 11 answers, he explains that it’s different in Europe. “In Europe when you ask 10 people what programmatic is, at least I’m only getting three or four answers,” Gaynor says. “It gives me hope that there’s an ability for that part of the business to move forward in our industry.”

We spoke with Gaynor at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

But BARB is reinventing itself. The board already measures laptop, desktop and tablet TV viewing for more than 40% of its panel homes, with sight of catch-up TV services from major broadcasters. And it has spent the last year prototyping the addition of viewing data direct from set-top boxes.

Under this second phase of its so-called Project Dovetail, BARB has been auditioning Kantar and Nielsen for a contract that would meld the box data with panel responses. And now the group is getting ready to announce the contract.

“We’ve done pilot work with set top box data from Sky, which is the largest satellite distributor here in the UK, and that data is delivering us something that we can put together with the people data from our panel,” BARB CEO Justin Sampson tells Beet.TV in this video interview

“And we’re on the verge of announcing who we’re going to, which research agency we’re going to work with on that fusion process.”

Tendering for the final contract was expected to be complete during the final quarter of 2016, the body has previously said.

Time spent watching broadcast TV fell for a third consecutive year but the rate of
decline has slowed, and weekly reach remains high, according to UK media regulator Ofcom’s Communication Market Report for 2016.

“A researcher’s simple answer to fragmentation is to build bigger samples, but the people panel that we operate, the cost of that is not particularly scalable, which is why we’re very interested in census data from any contents delivered online,” BARB’s Sampson adds.

This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

“So now we can safely say we have a presence as FreeWheel at very single broadcaster in France, which is quite a significant milestone for us,” Thomas Bremond, European Managing Director of FreeWheel, says in an interview with Beet.tv at the recent Future of TV Advertising Forum.

Combined with other deals by FreeWheel in 2016, “People are starting to see the value and benefit of the two component companies coming together,” says Bremond.

Canal+ Régie, which is the sales unit for Canal+, will use FreeWheel’s Monetization Rights Management solution and SSP platform, which was created via the StickyADS.tv acquisition last May. The full-stack solution will enable Canal+ Régie to better manage video inventory across all screens for both live streams and on-demand programming.

According to Bremond, European broadcasters have similar concerns to their U.S. counterparts about trying to adopt addressable TV advertising, namely the pricing of their inventory. He says broadcasters, particularly those that routinely sell out their ad inventory at healthy CPM’s—all ask the same question: “Why would I piecemeal my inventory if there is no local market per se, which is the case in most countries in Europe, to try to satisfy the needs of addressable TV?”

FreeWheel’s response is that because the TV landscape has changed, broadcasters need to understand and plan their priorities accordingly, starting with cross-screen viewing on non-linear platforms.

“There’s significant upside and you should as a broadcaster take advantage of those opportunities before you go and try to solve linear,” Bremond says. “At the end of the day, linear addressability will happen, but there’s a few things that need to happen first.”

Asked about viewing measurement currencies, Bremond acknowledges the role that panels have helped to grow the TV business while citing new data sets emerging from IP-delivered content. FreeWheel believes they should be combined.

“We think that no one, at least in the foreseeable future, is going to come up with a currency that solves it all,” Bremond says.

We spoke with Bremond at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.

But how much of the multi-billion-dollar TV advertising industry could be funnelled through that channel in the years ahead.

It’s early days, but ad agency GroupM’s UK MD Jakob Nielsen says his group is taking a guess.

“You are changing how you are thinking from the past – therefore, it will take some time,” he cautions, in this video interview with Beet.TV. “But, if you look across all our clients, we think 30% to 50% of all TV could eventually – not tomorrow – be addressable TV.

“You will have some clients having 60% of their total mix, in five or 10 years, being addressable, other clients being 20%.”

Nielsen says Europe is farther behind on roll-out, but dominant UK pay-TV provider Sky is already an early leader with its so-called AdSmart technology, pushing multiple alternative ads to consumers’ set-top boxes for subsequent decisioning and play-out during standard ad moments.

The beauty of the idea is two-fold. First, it is opening TV advertising to smaller new advertisers. Second, it means those advertisers can target people close to the point of purchase, not just spend money on raising initial awareness.

“You have the top of the funnel, but all of a sudden TV can start going in to the mid and lower parts of the funnel, that they weren’t part of in the past,” Nielsen adds.

“AdSmart, in the beginning, 70 to 80% of their advertisers came from non-traditional TV advertisers.

“They were able to reach a BMW dealership who wanted to sell a BMW in Edinburgh. That puts a completely new perspective on what you can do with TV.”

This interview was conducted at Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605.  For other videos from the series, please visit this page. 

But satellite is far from out of the game. UK satellite pay-TV operator Sky had its AdSmart product in the marketplace for a couple of years now, pushing multiple ads to subscribers’ set-top boxes for subsequent decisioning.

And INVIDI, the early addressable TV pioneer helping operators realize the technology, is launching a new offering leveraging low-earth orbit satellites to help broadcasters transmit multiple streams of alternate ads to viewers’ screens, switched at the client side.

Just acquired by AT&T, DISH and WPP, Invidi launched what it called “satellite switching“, and Kristin Dolan thinks it could be big. The founder of new addressable TV data firm 605 Group spoke with Beet.TV for this video interview.

“It’s about addressability – the opportunity to do full addressability country-by-country, with satellite transponders – doing addressability in the sky,” she says.

“This is about facilitating that to homes from the sky, which we think is amazing, we’re very excited about it, especially here in London.”

Having sold Cablevision to French telecom firm Altice earlier in 2016, Dolan and her husband James, who had been CEO of Cablevision, recently announced that their Dolan Family Ventures acquired Analytics Media Group, a pioneer in the use of set-top box data.

This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605.  For other videos from the series, please visit this page. 

“We’ve been spending a lot of our time and a lot of our money on addressable television,” Mike Welch, Head of Strategy, Product & Business Development for AT&T AdWorks, says during an interview with Beet.TV this week at the Future of TV Advertising Forum.

AT&T, DISH Network and WPP recently announced their joint acquisition of INVIDI, a leader in providing addressable advertising platforms. In addition to extensive distribution in U.S. households, INVIDI is actively deploying its technology and negotiating distribution agreements in Europe, South America and Asia.

“The INVIDI acquisition is just an example of us being very bullish on the future of addressable,” Welch adds. “We think that there’s huge opportunity both domestically and internationally.”

From its billing relationships with TV and mobile customers, AT&T garners verified subscriber identities. When those identities are coupled with third-party data in an anonymous, privacy compliant manner, AT&T can deliver addressable ads to TV sets and mobile devices.

“We’ll do this with our owned and operated apps,” Welch explains. “So if it’s a DIRECTV, TV Everywhere experience that someone is watching on a mobile device, we’ll be able to deliver a specific, targeted ad to that device as well as to their TV set.”

AT&T’s cross-device reach is amplified through a partnership with Opera Mediaworks, the mobile advertising and marketing platform that serves tens of thousands of apps, Welch explains.

“You don’t have to necessarily be watching content on just an AT&T app in order for us to do this cross-screen addressability,” Welch says of the association with Opera Mediaworks.

Asked about the buy-side sentiment for cross-screen addressable solutions, Welch says “We need to continue as sellers to prove that it works. We’re seeing significant lift when you have exposure across screens.”

He cites the case study of an automotive marketer that saw an 85% lift in buy rate among targeted consumers versus a control group that was not exposed to any ads on any screens. “That’s powerful,” says Welch. “If we could get that story out and make believers out of folks, I think you’ll see this market explode.”

We spoke with Welch at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605.  For other videos from the series, please visit this page. 

The 16-year-old company has come in to its own of late, by helping advertisers serve household-targeted ads in to TV streams in the two minutes per hour of programming available to MVPDs, as well as gaining traction overseas.

But why did ad agency holding group WPP buy a stake in the company? Irwin Gotlieb, chairman of WPP’s leading GroupM, tells Beet.TV in this video interview.

“We entered in to INVIDI in the first place not because we wanted to control addressability, but we wanted to be inside the tent and we wanted to have influence on how the ecosystem involves,” he says.

“We never had any intentions of keeping our competitors out or of making anything exclusive to GroupM. We just wanted to be there at the table when the ecosystem was formed, and we wanted to ensure that that ecosystem serves the best interest of our clients.

“We retained our position in iNVIDI for exactly the same reasons.”

We spoke with Gotlieb at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605.  For other videos from the series, please visit this page. 

Virgin Media, formed out of a merger of regional cable operators in the last couple of decades, is the UK’s second pay-TV provider after Sky. Unlike Sky, which leverages satellite for linear broadcast, Virgin Media’s trump card is fiber.

Back in 2010, the operator helped TiVo re-enter the UK when it selected the equipment maker to be its new set-top box. The commitment, made at the time, to embrace a new generation of apps never quite panned out, with a paucity of services running on a box that had become slow before V6’s arrival – although Virgin Media does, notably, carry Netflix and other TV channel apps, as well as broadcaster content through its own EPG.

But Virgin has, for some time, been offering the ability to serve custom ads in to broadcaster content when viewed as catch-up through that EPG. The new box will do the same, but will benefit from greater emphasis brought by a new sales team.

“Virgin is other star of the show,” says John Paul,  advanced advertising and data VP of LibertyGlobal, which acquired Virgin Media in 2013. “It has has a very valuable data set, a very forward-thinking CEO as well, who has created an entity called Virgin Media Solutions. That’s going to be our sales vehicle across all our addressable inventory across Ireland and the UK.”

What will Virgin Media Solutions be doing? Acting as the sales agency for its inventory on VOD and public WiFi (principally, London’s Underground) as well as Irish TV channel TV 3. But most of the heavy-lifting will be done by UK broadcasters who air over Virgin Media.

“We will be selling some aspects of the addressable ad inventory, but we will primarily be an enabler,” John adds. “Whether it’s ITV or Channel 4, they will do the selling of their inventory, we will match that for inventory we control with Virgin Media Solutions.

“We’re only doing it on VOD at the moment. We have quite a range of attributes that we can do addressable against. Our biggest opportunity to improve is the actual dynamic nature of that activity, the automation of it.”

We spoke with Paul at the Future of TV Advertising Forum in London this week. Beet.TV’s coverage is presented by the 605.  For other videos from the series, please visit this page.