Addressable TV

Addressable TV breaks the one-to-many model of linear broadcast. Two households watching the same programme at the same moment can see entirely different commercials during the break, targeted to each household's demographic, geographic, or behavioural profile. The technology relies on household-level data match-back: typically via cable-box or smart-TV integrations: and dynamic ad insertion at the household level.

Addressable TV is the closest linear broadcast has come to digital's surgical targeting. Automotive advertisers can show pickup trucks to rural households and EVs to urban ones during the same weather segment. Pharma advertisers can show different brands to different age cohorts. The delivery remains broadcast-quality: large-screen, high-attention: but the targeting rivals programmatic display.