The ability to reach specific audience segments inside CTV without a login-based identifier for every viewer. Household-level matching, ACR data, and clean room partnerships are the workarounds. None of them are perfect. All of them are necessary. CTV without addressability is just broad-reach TV with a better measurement story.
Ad tech glossary
Audience Addressability
Technical definition
The ability to target specific audience segments across CTV inventory while maintaining household-level precision and privacy compliance.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
CTV
·
The 2026 upfront runs on shape, not size
Supply is outpacing demand. Scarcity has collapsed into sports. And the most useful phrase in the market right now isn't volume or price. It's "the shape of the deal."
CTV
·
⏸️ Pause Ads
I'm back from CES, where (and I can't believe I'm saying this) pause ads were having a moment. I did not have this one on my bingo card. Yes, those ads that pop up when you hit pause on your TV.
CTV
·
Get Better CTV Quality in 2025
I'm not big on New Year's resolutions, but I do want you to look me in the eye and promise that you will press for better CTV quality in 2025. Oh...you thought it all ran on a TV in a living room? Have a seat. We need to talk.