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But the advancement in addressable technology, which can send ads to specific households that match customer targets beyond the typical age and sex demos, is allowing marketers to produce measurable results for TV.

Currently, about 40 million households can receive household-targeted ads either on linear TV or through video-on-demand. Dish Network and DirecTV have been leaders in the space; Cablevision offers some household addressability; and Comcast is expected to roll out linear addressable advertising in the next few months.

“There are now enough households that we can match the backend and close the loop on ROI — we can tie advertising back to sales,” said Tracey Scheppach, exec VP — innovations at Publicis Groupe’s SMGx.

Continue reading at AdAge.com