Linear television, a term referring to the live viewing of broadcast programs, differs from newer forms of television consumption such as on-demand television or IPTV. Its audience is gradually declining in favor of other consumption methods. Unlike these newer methods, linear television does not yet allow for real-time advertising targeting, primarily due to the lack of usable individual data. Indeed, even outside of legal constraints, information about viewers generally remains inaccessible, and viewing remains predominantly a collective activity. However, the shift towards real-time targeted advertising based on individual data seems inevitable, especially with the anticipated arrival of segmented television advertising in France in 2020.