Soon, TV advertisers will benefit from the same profiling and targeting capabilities as Web advertising. With addressable tech already in millions of TVs around the world, brand marketers will soon understand a household at the device level and make informed decisions about which ads appear when and where based on preferences, viewing behavior and consumption history, among other things.

Marketers who take advantage of the wealth of new data will greatly improve measurability of TV advertising and maximize ROI in the upcoming $73 billion land grab. Explore the future of TV advertising, the data that will drive decision-making and the new ecosystem that will make addressable TV a reality.