This panel will discuss: The extent to which addressable TV is being used to generate future demand among more relevant audiences or to activate existing category users; The biggest challenges and opportunities relating to identity over the next 18 months; The potential impact on targeting accuracy and effectiveness as online search data and shopper data is used more widely in TV; Best uses of viewing data, including set-top box RPD, when looking to target via TV or online – and the value of publisher created audience segments; Whether improved planning for standard linear TV – with more accurate matches between advertiser target and final audience – reduces the need for addressable TV; What else TV providers can do to maximise overall demand for addressable TV and the value of any given spot to an advertiser.