Five years ago this week… France finally dipped its toes into addressable TV, years behind the UK and US. Orange led the charge with public broadcaster France Télévisions, running segmented ads to 7 million set tops using SoftAtHome’s Watch’On technology. The rollout, initially limited to live linear TV on Orange set tops, showcased geo-targeting, ad personalization, and client-side ad replacement—a technically clever approach that preloaded or streamed targeted spots without interrupting multicast delivery. The initiative set a precedent, showing how operator-broadcaster-government collaboration finally brought France up to speed in targeted TV advertising. Fast forward to today, rival Bouygues Telecom has launched its own addressable campaigns, though cross-device targeting remains limited. Netflix debuts TV party games for holidays: Doubling down…