It was like a Eureka moment sat in the bath, when we first asked ourselves the question ‘Addressable advertising, is it really such a good idea?’ Now we’re really starting to wonder. First you have to be clear what they are ‘ advertising systems that can step back and take a view of their current missions for their customers, and take decisions on what advert to show someone at any given point in time, based on who they are, where they are and what they are watching. We have to say when we first came across this concept about 5 years ago, it seemed brilliant. The question we were asking at the time was how do you advertise in a…