(VIDEO) From MAC To IP And Beyond: MODI's Bologna Surveys Addressable TV Future

BOSTON - To the uninitiated, Media Access Control could sound like something they'd like to be able to do during political campaigns. But as television content and advertising continue to go over-the-top, the household set-top box identifier known as MAC is slowly giving way to IP addresses and other alternatives.

MAC identifiers and cable TV subscriber files matched with first- or third-party data have traditionally been the building blocks for addressable advertising campaigns, Mike Bologna, President of MODI Media, says in an interview with Beet.TV.

More...