CANNES — So-called “addressable TV”, in which TV sets\u00a0can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting.<\/p>\n
But addressable TV is not just about more refined TV targeting – the device in the living room\u00a0is one platform that will feed in signals to an overall system which will produce unprecedented customer granularity – that’s multi-touch attribution, according to\u00a0SMG precision video director Tracey Scheppach<\/a>.<\/p>\n \u00a0“We can combine that with other digital signals \u2026 and connect them in a unique ID through companies like Liveramp,” she told a Cannes Lions panel recorded by Beet.TV. “Make those connections to say, \u2018This is a handheld device that belongs to this home\u2019.\u00a0<\/span>You\u2019re able to say \u2018What piece of the media pie drove the conversion?\u2019 That is new.”<\/span><\/p>\n Scheppach credits\u00a0location-based ad tech platforms like placeIQ with helping enabling the change, but says many others are also advancing the possibilities.<\/p>\n Michael Bologna<\/a>, president of GroupM’s Modi Media<\/a> division, which is working on addressable TV ads, said: “For the past 15 years, we\u2019ve been putting ads on television, ads on the internet and, for two thirds of that, ads on mobile phones. We have very little of an idea what the unduplicated reach and frequency is between all those screens.\u00a0<\/span>To (show that), that\u2019s a really really big deal and shouldn\u2019t be taken lightly.”<\/span><\/p>\n Also commenting is Mike Welch, president of AT&T AdWorks. \u00a0The session was moderated by Terence Kawaja, CEO of boutique investment bank LUMA Partners.<\/p>\n