78% of advertisers now factor addressable TV into Upfront talks
Research commissioned by CIMM and Go Addressable found that IP-to-postal address matching is accurate only 13% of the time, revealing a significant problem for open-internet CTV targeting that costs billions. In response to this lack of deterministic identity, 78% of advertisers now consider addressable TV a factor in their Upfront negotiations, an 11-point increase from the prior year. Go Addressable, a trade organization, is working to simplify, socialize, and scale addressable advertising through education and by adding new members like DoubleVerify, Mastercard, OpenAP, Philo, and Veeva Crossix.
Key Takeaways
- CIMM and Go Addressable, using Truthset data on nearly one billion IP records, found IP-to-postal address matching was accurate only 13% of the time.
- IP-to-email matches reached 16%, and six data providers agreed on the same IP-to-postal linkage only 6.4% of the time.
- 78% of advertisers now say addressable TV will factor into 2026 Upfront negotiations, up from 67% in the prior year.
- Among those buyers, 75% say addressable TV will matter more in 2026 than in 2025, and nearly 30% call it "very important."
- Go Addressable added DoubleVerify, Mastercard, OpenAP, Philo, and Veeva Crossix at its annual Upfronts brunch.
Why It Matters
The immediate implication is that a major piece of open-internet CTV targeting is being judged against a documented 13% IP-to-postal accuracy rate, while advertisers are increasingly treating addressable TV as a negotiation point in the 2026 Upfronts. The ecosystem angle is straightforward: Go Addressable is trying to organize an open-internet response around deterministic identity, with members spanning verification, finance, identity infrastructure, distribution, and health data. The next signal to watch is whether the addressable curriculum keeps scaling beyond the 1,000 media professionals already through Addressable Essentials, and how many buyers keep elevating it in Upfront talks.
Read full article at stateofstreaming.com
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source