One perspective I try to keep in mind is that all media will one day be addressable. That means whether an "ad" is video, social, mobile, desktop, or VR, it wil

One perspective I try to keep in mind is that all media will one day be addressable. That means whether an "ad" is video, social, mobile, desktop, or VR, it will be accessible to marketers. That turns television commercials into video ads and the ads will be powered and purchased in real-time depending on the end user. I agree traditional TV buying will decline, a new more holistic approach (digital buying) will replace it. For the end user this means more targeted advertising. There are several companies that have embedded their tracking into modern televisions.