You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Web Ad Pioneer Dave Morgan Looks to Re-Wire TV Advertising While World Awaits Targeted Spots, Deals Based on Viewing Data Are First Step on 'Road to Addressability' By Michael Learmonth, Published on February 27, 2011 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.