Slide01BI Intelligence2017 marked the first year digital surpassed TV ad spend in the US. On digital platforms, advertisers have robust data to target people using their interests, whereas TV commercials target users based on broad demographics like age and gender. Now, some of the data that makes digital targeting so effective is coming to linear television — thanks to addressable TV. 

At Business Insider's 2017 IGNITION event, BI Intelligence's Kevin Gallagher delivered the following presentation, which examines how advertisers and consumers will benefit from the incorporation of digital data into linear TV campaigns.