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The digital marketing glossary > A > What is Addressable TV definition?

What is Addressable TV definition ?

Addressable TV refers to the ability to dynamically insert an ad message to an individual set-top box.

Addressable TV has to be connected and household or viewer data has to be available for targeting use.

Addressable TV enables TV ads to be bought and delivered via programmatic and RTB processes similar to Internet advertising. With addressable TV the ad is targeted at household level.

Linear TV on desktop can also be considered as addressable TV.

See also programmatic TV ad buying and smart TV app.

Published on Sunday 6 April 2014, mis a jour le Monday 6 April 2015 (Authors)