Data can play a huge role in increasing relevance and revenue of ads on TV and video streaming services. According to Sky, UK’s leading Pay TV operator, targeted commercials using analytics (AdSmart) received lower channel switching than the non-targeted ones. In fact, AdSmart commercials were switched 70% less than traditional ones. This is simply because the ads using analytics are more relevant to the user, and is more likely to engage in it than switch the channel. “On a modern TV system, almost every button push is able to be recorded. You’re beginning now to look at being able to measure the way that people interact with a TV system in the same way that they interact with the Internet,” said Andy Aftelak, Vice President and Director in Advanced Technology at ARRIS (Pay tv and broadband operator).