Definition of addressable TV in programmatic TV
Addressable TV enables advertisers to selectively target one or several audiences and to submit them personalized ads.
This technology draws from programmatic ad as it has been existing for years in digital, which gives the user a unique experience.
Not yet authorized on French national channels, addressable TV has however been present aboard for some years now, in countries like the United States, Germany or Australia. The situation is changing in France, especially since the “Consultation Publique” held by the Ministère de la Culture in Octobre 2017, where market actors where asked to express their point of view concerning the evolution of the rules applying to TV, including TV ads. Programmatic TV is definitively a hot topic!
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