"TV" Advertising is changing
For a while the advertising industry has considered programmatic buying as an odds-and-ends means of reaching a consumer. Now, when a dataset can be drilled down to individual-level, 'ads' as we know them will change.
Messaging will contain an aggregate of information targeted not only to a consumer, but to a particular one, based on location, time of day, personal preference, and even context, and then custom rendered on-the-fly.
Details here via AdWeek.