The hottest new trend in TV tech is “addressable” ads, or TV ads that can be targeted to specific households via user data. By the end of this year, Axios reports, almost every major TV network and provider will have rolled out their version of an addressable ad product.

It’s a huge departure from the way TV ads have been bought and sold for decades. Struggling networks hope personalized ads will make the TV experience better for users who are ditching TV for ad-free streaming services like Netflix — and they’re also drawn by the opportunity of a digital advertising market that isn’t already controlled by Google and Facebook.