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 Why Conquering VOD TV Is Advertising's Holy Grail Tuning In: Ability to Insert Ads on the Fly Could Help Media, Marketers Battle the DVR By Brian Steinberg, Published on July 26, 2011 1 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.