In pitching the marketer-centric audience at Merkle's customer summit about the benefits of  DIRECTV's addressable televison advertising product, the company's VP of Advanced Advertising, Tom Hagopian, identified two of its challenges, too.  The first was the limited scale of the addressable TV market.  The second...

"On the TV buying side, we are constantly involved in educating the market - especially our agency partners which have traditionally grown up with the idea that men 18-49 is a precise target."