At its core, Addressable TV (ATV) is targeted advertising within broadcaster content. Real-time ads are targeted on a one-to-one device-level basis, so different households watching the same TV programme are shown personalised ads according to specific criteria, such as demographic profile, viewing behaviour, interests, and location.
An innovative, technology-driven approach, ATV combines the high-quality, brand-safe scale of TV advertising with the granular targeting and measurement capabilities of digital marketing.
Generally speaking, these three types of technologies are used for the delivery of ATV: HbbTV, IPTV, and OTT. To find out more, also download our complimentary white paper on Addressable TV Advertising 2022.