Data is fueling our modern economy, and nowhere is it in greater demand than in the advertising industry. Historically, data-driven advertising has been focused on digital media. However, as data becomes a bigger part of TV advertising, a new approach will be needed that avoids the past mistakes of digital advertising, while solving for the unique challenges of using data within The New TV environment. This paper explores the current protocols for data use in the TV industry, as well as an emerging, alternative path forward. The paper also presents the findings from a new research survey of over 150 advertisers, commissioned from Advertiser Perceptions, on the challenges, opportunities and importance of bringing advanced data to television advertising.