Jack Myers TomorrowToday forecasts an increase in the growth rate of interactive/VOD & addressable advertising ad spend between 2018 and 2020. Interactive, VOD & addressable TV target specific high value households. Television's reach potential can be combined with precise consumer targeting. Multiple third-party data sources provide marketers with rich consumer profiling, cross-screen targeting (TV & mobile) and audience tracking against their most important sales prospects. During 2017, Nielsen reported that 58.7% of TV Households (69.5 million) own at least one Internet-enabled device capable of streaming video content to a TV set. Interactive TV now offers audience scale with consumer connectivity.