Nielsen Creates Advanced Video Advertising Group to Expand Addressability Push

Company bought addressable TV technology provider Sorenson Media to help initiative

With more than 250 million Smart TVs expected in the market by 2023, Nielsen wants to help hasten linear's evolution into addressability. Getty Images

Nielsen sees addressability as the future of TV advertising and is taking its biggest step ahead to help the industry prepare for the transition.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.