Industry watchers say addressable advertising--the ability to target TV ads by households--is getting closer to a national rollout, just in time to stem the mounting flow of dollars to the
Web.
"You'll really start to see scale over the next two years," says Tara Walpert, president of Visible World, which is currently conducting set top box pilot tests with The Nielsen Co.
Tony Coulson of Comcast Spotlight says Comcast tests planned this summer will reveal "What is the economic model? What is the break even point?"
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