We know the audience is the product of commercial television. If you are not paying for something you become the product. Addressable advertising may be the future of commercial television, but it needs to be properly implemented. Sky, now part of Comcast, has led the way with Adsmart, which seamlessly and responsibly delivers adverts to selected audiences. Some other online video services are bringing the wild west world of the web to the viewing experience, with profound implications for personal privacy. Viewers are paying, not just with their attention to adverts, but with information about their online behaviour that can be used in ways they may not appreciate.