A recent spate of deployments and trials coupled with coming of age for hybrid TV platforms has pushed addressable advertising to front stage in time for this year’s IBC in Amsterdam, both in conference and on the floor. Last week we covered the formal entry by ThinkAnalytics, of content recommendation fame, into the fray and in a separate story this week we discuss the role of HbbTV and ATSC 3.0 on the hybrid front by facilitating greater data aggregation and ability to insert ads from the broadband side. While a few pioneering broadcasters and operators, such as Comcast’s Sky with Adsmart, are already expert in the field, many others will find IBC a good forum for expelling false myths and…