What is Addressable Advertising?

Addressable advertising is delivering different ads to different households watching the same content, based on each household’s characteristics — location, demographics, or interests. Instead of one ad for everyone in a broadcast area, each qualified household gets the message most relevant to it.

Addressability is what separates streaming TV from linear: two neighbors streaming the same show can see entirely different ads, each from an advertiser that specifically chose their household profile.

For budget efficiency this is decisive — a local service business pays only for the households in its service area and target demographic, not an entire metro broadcast footprint.