Addressable advertising takes hold in all areas

Addressable TV advertising has long been talked about but only more recently been deployed and even then only on a patchwork basis led by a few pioneers such as Comcast’s Sky in Europe or later German broadcasters RTL and ProSiebenSat.1 in partnership. The USA has also been in the vanguard, especially on the back of AT&T’s advertising business Xandr whose platform is used by another AT&T subsidiary Turner to sell targeted ads on its linear TV networks. But now addressable TV advertising is poised to spread rapidly across the rest of the pay TV universe beyond the few existing hot spots, generating annual revenues set to grow globally by six times from $15.6 billion in 2018 to $85.5 billion for…