Introduction
The TV advertising industry is in the midst of a radical transformation from what was once the practice of delivering commercial messages to a relatively mass audience to now serving individual messages to individual consumers in near real-time. Advertisers can still deliver to mass audiences, but they are now doing so by making individual choices on who to address advertising to and with whatcommercial message will lead to the best outcomes. This new era of more targeted advertising was enabled by three key factors. First, the technology needed to be in place to serve individual...