When industry-initiative-turned-nonprofit Go Addressable first launched in 2021, one-to-one TV ad delivery was just a small portion of overall media buys. But according to new findings released by Go Addressable and Advertiser Perceptions on Wednesday, adoption of addressable TV advertising has increased significantly.
The future of TV is addressable, meaning one-to-one ad targeting to a device, across not just CTV but also linear inventory. Yet still, addressable TV remains a small piece of media buying, which the industry addressed at Paramount’s Addressable Now summit in New York City on Tuesday.
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Nielsen’s recent agreement with Roku is poised to accelerate the growth of addressable TV advertising. And with Disney’s recent announcement that it plans to automate more than half of its business and make the majority of its inventory – both linear and digital […]
