How TV Networks and Advertisers Are Making Commercials More Relevant to You

The benefits of addressable television

Video: Nick Gardner; Editor: Breana Mallamaci
Headshot of Chris Ariens

The idea of addressability—that is, customizing what video content appears on your TV—has been around since the late 1980s. But high speed internet, digital distribution and explosive growth in video content are all spurring companies making and selling that content to come up with new ways to tailor commercials just for you.

But how does addressable advertising work? What are the pros and cons? Is it beneficial for the consumer? We asked these questions and more of Xandr Media president Rick Welday in this edition of How S#it Works.

@ChrisAriens Chris Ariens is the managing editor and director of video at Adweek.