In a major world-first, Austrian broadcasters including ProSiebenSat.1 PULS 4, ORF, Goldbach and ATV are using confirmed rather than forecast audiences to decide which ad campaigns should appear in broadcast linear TV commercial breaks. The ad breaks can be planned in real-time, harnessing second-by-second viewing data from HbbTV devices across a 100,000-home synthetic representative panel. This live audience measurement data feeds into a system for inventory and yield management, ad decisioning and ad break optimisation. The ads harness digital logic, yet play out to all viewers across broadcast networks. You will hear the full technical details on how this system works, and the extent to which it makes broadcaster advertising more digital. We learn about the impact of the new technology for media buyers (has targeting become more efficient without using addressable?) and for broadcasters (is better campaign management boosting revenue?).