Advertisers Are Spending More in Addressable TV, But Some Aren’t Convinced It’s Worth It

Many are struggling to figure out what it means for their brand

Ask any media buyer, tech company or cable provider about addressable TV, and they’ll ask a question in return: How do you define it? Because while addressable TV simply means using data—rather than content—to buy audiences, the industry as a whole is still playing catch-up when it comes to the concept of serving different ads to different viewers watching the same programming. At least, parts of the industry are playing catch-up.

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This story first appeared in the May 6, 2019, issue of Adweek magazine. Click here to subscribe.