Executive Round Up: What’s the Future of Addressable Advertising?

We asked executives in our industry what the future of addressable advertising in the ad space looks like. Here’s what they had to say. 

Larry Allen
VP/GM, Addressable Enablement
Comcast Advertising

A recent Go Addressable survey noted that ~50% of advertisers told us the medium played a role in upfront negotiations and 73% are now using it, +16% a year ago. Marketers are understanding the importance of leveraging first party and deterministic audiences to reach the right audiences at the right time with the right message. As we approach a pivotal inflection point in addressable TV advertising, interest, adoption and usage will grow as the market converges.

Daniel Church
Head of Advanced TV Product
Beachfront

The future of addressable TV advertising will be shaped by the convergence of TV platforms and evolving ad targeting signals. Initiatives like watermarking aim to unify ad delivery across different inventories and protocols amidst increasing TV fragmentation. Common identifiers like IP addresses face scrutiny and potential blocking in ad targeting. This could lead to a resurgence in contextual advertising and data-driven linear practices as alternative forms of targeting.

Mark Rotblat
CRO
Tubi

Media buyers and advertisers are increasingly looking for incremental young and multicultural audiences they can’t get anywhere else. They want to make informed decisions around connected TV forecasting and planning, with effective measurement, to make sure they’re maximizing their budgets to reach as many people as possible and drive brand impact at scale with the right allocations in CTV and across the board. Tubi has the scale and the tech to help them with that.