At the fifth-annual Go Addressable Summit in New York, industry leaders came together to discuss the future of TV advertising under the banner of “The New Age of Addressable and Deterministic Identity.” In every discussion, from identity resolution, to live sports, to outcomes measurement, one thing was clear: We are in our addressable era.
Understanding Today’s Addressable Era
For 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 outcomes-first measurement, advertisers are no longer simply buying audiences; they’re building data-driven connections that drive results.
The industry is now equipped with the tools, technology and the buy-in to make addressable TV not only viable, but essential.
A new study from Advertiser Perceptions1 confirms what we’re seeing in the marketplace - addressable TV is surging toward scale:
- Among advertisers who have not yet adopted addressable TV, nearly two-thirds (63%) plan to start in 2026 - a 53% increase from 2022.
- 57% say they’ve seen improvements in simplicity, measurement, and scale.
- 43% plan to increase spending on addressable advertising next year.
- Satisfaction with addressable TV options is up 72% since 2022.
These numbers demonstrate that advertisers are embracing addressable as a core part of their media investment strategy, and that the industry’s collective work to simplify the ecosystem is paying off.
Identity, Accountability, and the Foundation of Good Data
The 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 fidelity.
A recent CIMM and Go Addressable Study, conducted by Truthset, could reshape how the industry views IP-based 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 IP-to-household accuracy. Truthset recommends prioritizing sources such as MVPDs with deterministic IP linkage data that will perform better.
The findings underscore a key truth we hold at Spectrum Reach - not all data is created equal.
The solution lies in connecting IP data to deterministic, privacy-focused 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 built.2
The Power of Context: Addressability Meets Live Sports
Another 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; they’re buying the right household, the right fan, and the right context.
That is the new definition of premium: precision, relevance, and measurable outcomes, no matter where viewers are watching.
From Innovation to Action
Spectrum 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. We’re in our addressable era, and the best is yet to come.
To learn more about how Spectrum Reach helps brands target audiences with precision and scale, visit: https://www.spectrumreach.com/targeting-capabilities
Source: 1. Advertiser Perceptions Monthly Omnibus, September 2025
Source: 2. Truthset, “The Challenges of Using IP Address for Audience Identification and Measurement”, November 2025
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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