The data that will become available through set-top boxes will provide information not available before, according to Manish Bhatia, president at advanced digital services at The Nielsen Co.
How long will it take for advertisers to see the new opportunities? How long before "household-level addressability" becomes a mainstream option? Tracey Scheppach from Starcom USA said she wanted to
stand and give David Verklin a big hug and ask what she can do to help the cause.
The biggest challenge is to bring a whole ecosystem into a new format. Verklin said AMEX will have an option
to run the Gold Card spot in households that make more than $100,000 annually, and the Green Card spot everywhere else.