It’s not just sales reps gearing up to sell addressable advertising. So too is Nielsen. To help arm clients with data, Nielsen has struck an $11.25 million deal to buy Sorenson Media, a leading addressable TV technology provider.

The company says the move will help transform TV measure and ad sales from one based on a “one-to-many” model to a “one-to-one” medium by powering addressable ad delivery and measurement. Thanks to the new ATSC 3.0 next-generation broadcast standard, TV stations will use new transmission and coding techniques to bring new services to viewers. Most critically for advertisers, it will also allow them to serve ads to a specific household rather than using a single spot in every market in one big national buy.