“The plan is to build a global digital ad network that uses offshore labor to create thousands of versions of ads. Then, using data about consumers and computer algorithms, the network will decide which advertising message to show at which moment to every person who turns on a computer, cellphone or — eventually — a television.
So digital, in this sense is addressable - as I already argued, a better definition includes addressability, interactivity and measurability. The "addressable" part only really gives you the basis to start a conversation based on some things you know about me , the interactivity and measurability provide the listening tools to create an ongoing dialog and therefore to engage with me. In my opinion, the true promise of digital resides here.