Topics include how digital ad breaks can mimic key qualities of broadcast, from mega-scale programmatic peaks in live sport to programmatic buying using genre and ratings signals. We also consider how broadcast ad breaks can be made more digital-like, reviewing progress for addressable digital insertions into broadcast signals and biddable programmatic buying of linear broadcast TV. It is now possible to harness confirmed (rather than forecast) broadcast audiences in real-time to replan ad breaks on-the-fly, so is this a game-changer? We want to know the extent to which broadcast TV ad breaks can ‘go digital’ even before the distribution signal does.