We’re in Our Addressable Era: The Age of Deterministic Identity in TV Advertising is Here

Understanding Todayamp8217s Addressable EraFor years addressable TV advertising the ability to serve targeted ads to specific households or users was viewed as a niche tactic an advanced capability reserved for experimental budgets Today it is a foundational strategy for modern marketers With innovations in deterministic identity resolution multiscreen attribution and outcomesfirst measurement advertisers are no longer simply buying audiences theyamp8217re building datadriven connections that drive resultsThe industry is now equipped with the tools technology and the buyin to make addressable TV not only viable but essentialA new study from Advertiser Perceptions1 confirms what weamp8217re seeing in the marketplace addressable TV is surging toward scaleAmong advertisers who have not yet adopted addressable TV nearly twothirds 63 plan to start in 2026 a 53 increase from 202257 say theyamp8217ve seen improvements in simplicity measurement and scale43 plan to increase spending on addressable advertising next yearSatisfaction with addressable TV options is up 72 since 2022These numbers demonstrate that advertisers are embracing addressable as a core part of their media investment strategy and that the industryamp8217s collective work to simplify the ecosystem is paying offIdentity Accountability and the Foundation of Good DataThe 2025 Go Addressable Summit convened voices from across the demand supply agency publisher and data sides of the business to cover a range of topics including the state of identity resolution And the message is clear from all concerned deterministic identity using aggregated data and with a commitment to protecting personal information must power the evolution of addressable advertising and it starts with strong data fidelityA recent CIMM and Go Addressable Study conducted by Truthset could reshape how the industry views IPbased identity data Truthset benchmarked nearly one billion IP records from major data providers against accurate databases from leading Internet Service Providers ISPs and Multichannel Video Programming Distributors MVPDs Among the data providers the findings exposed significant gaps in IPtohousehold accuracy Truthset recommends prioritizing sources such as MVPDs with deterministic IP linkage data that will perform betterThe findings underscore a key truth we hold at Spectrum Reach not all data is created equalThe solution lies in connecting IP data to deterministic privacyfocused identifiers like verified household addresses MVPDs like Spectrum can provide this level of accuracy and granularity because we have direct customer relationships and provide high fidelity high quality addressable data That deterministic data is the foundation on which accurate scalable measurable addressable advertising is built2The Power of Context Addressability Meets Live SportsAnother key discussion highlighted how live sports remain the most coveted environment for TV advertising As rights models evolve and audience behaviors fragment addressable technology is becoming the connective tissue that ensures advertisers are not just buying the right moment theyamp8217re buying the right household the right fan and the right contextThat is the new definition of premium precision relevance and measurable outcomes no matter where viewers are watchingFrom Innovation to ActionSpectrum Reach is a founding member and active sponsor of Go Addressable a collaborative industry initiative dedicated to making addressable TV easier more scalable and more effective for advertisers The future of TV is not about more screens it is about smarter connections deeper accountability and outcomes that move businesses forward Weamp8217re in our addressable era and the best is yet to comeTo learn more about how Spectrum Reach helps brands target audiences with precision and scale visit httpswwwspectrumreachcomtargetingcapabilitiesSource 1 Advertiser Perceptions Monthly Omnibus September 2025Source 2 Truthset amp8220The Challenges of Using IP Address for Audience Identification and Measurementamp8221 November 2025Posted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNetamp160

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We’re in Our Addressable Era: The Age of Deterministic Identity in TV Advertising is Here

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Michael Kuntz

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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We’re in Our Addressable Era: The Age of Deterministic Identity in TV Advertising is Here

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