The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute addressable TV campaigns for time-shifted inventory. Marketers should start experimenting with addressable-TV campaigns to fully understand the transformative potential that this new ad-insertion technology can have on their media plans. Read this report to get a better picture of the state of addressable TV and understand why and how you should start testing in 2014.