While it seems inevitable that targeting TV audiences at a set-top box level will become a widespread practice, the targeting of individual households at massive scale seems like a less assured eventuality.<\/span><\/p>\n

\u201cThis is really about human behavior; it\u2019s not really about what technology will allow,\u201d says <\/span>Ashley J. Swartz<\/span><\/a>, CEO of Furious Corp., which is building an inventory management platform to help video programmers maximize revenue for their ad inventory, in an interview with Beet.TV. \u201cThe reality is that if the true demand was there and the economic upside and incentive was, we would be there a lot faster.\u201d<\/span><\/p>\n

She likens it to how cable TV still hasn\u2019t unbundled \u201cin a pure sense,\u201d even though there was a sense that consumers were insistent that it would. But it still hasn\u2019t come to pass.<\/span><\/p>\n

The opportunities afforded by addressable TV are clearly immense, and marketers are hungry for the ability to measure their television buys with the precision and granularity of\u00a0digital video. However, Swartz observes that the industry is proceeding with caution, and the existing model for how TV is bought and sold remains entrenched.<\/span><\/p>\n

\u201cWe will continue to perpetuate the old-media traditions of television and the business models until they don\u2019t serve us anymore,\u201d she says. \u201cSo the reality is that I think we\u2019re a bit away from true addressability and specifically on an individual household level.\u201d<\/span><\/p>\n

Beet Retreat on Addressable TV<\/strong><\/p>\n

The topic of addressable TV will be the subject of a three-day executive retreat<\/a> at the W Fort Lauderdale, November 11-13. \u00a0Swartz will be one of the featured speakers.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

While it seems inevitable that targeting TV audiences at a set-top box level will become a widespread practice, the targeting of individual households at massive scale seems like a less assured eventuality. \u201cThis is really about human behavior; it\u2019s not really about what technology will allow,\u201d says Ashley J. Swartz, CEO of Furious Corp., which […]<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5246],"tags":[5088,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34932"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=34932"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34932\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=34932"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=34932"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=34932"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}