The purchase of AT&T by Time Warner means that TV ads can now be targeted based on household information. However, I wonder how many commercials are really being watched these days for this to make a splash. Many people use TiVo or DVR where they can speed through the commercials. Does AT&T/Time Warner believe that people are more likely to watch the ads if they are more relevant to the person watching? It's a question that warrants more investigation before they launch into the business. There are more and more people that are cutting the cord these days as well. These customers may also skip through ads by only watching streaming services without ads or they could be used to dynamic ads if they are watching content online that forces them to watch commercials if they are going to continue to the show. Some studies have shown that people use commercial time to check one of their other screens like phone or tablet or laptop. Dynamic TV ads seem like they might be a groundbreaking advancement in TV advertising but I'm not convinced the ROI is positive for any TV ads anymore, dynamic or not.
https://www.wsj.com/articles/at-ts-ambitious-plan-to-take-on-facebook-and-google-for-ad-dollars-1529060400
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