The Quest For Universal Addressable Ready

This new Special Report by industry leader Tom Morgan features his latest insights on how we can make universal addressability a reality.

Nearly a year ago, in partnership with the TV[R]EV team, we published a whitepaper called The 3Cs of Addressable Broadcast TV. T he focus of that article was to explain, in plain English, how addressable advertising on linear TV could become a reality.

In the intervening 12 months, our understanding of the technology distinctions and the nuances of the different types of platforms has led to a more practical and applied set of implementation guidelines.

But the biggest realization is that the business rules and existing ad sales contracts are the biggest challenges in migrating linear television into the Addressable world. In fact, I encourage you to think of the goal of Universal Addressable Ready.... meaning that virtually every TV ad can be enabled for addressability, not necessarily that all TV ads will be made addressable. Understand that the transition will be gated by business momentum and unaligned distribution strategies of the inventory suppliers, and the market demands from the buy side.

Thus, this is the first in a series of updates and discussions about The Quest for Universal Addressable Ready (UAR).