Viamedia Go Addressable partnership expands linear TV targeting for broadcasters
Viamedia.ai has joined the Go Addressable trade group to integrate its Parrot Ad Decisioning System with broader industry standards. The partnership aims to enable household-level targeting and unified ad delivery for previously excluded broadcast and MVPD inventory.
Key Takeaways
- Viamedia joins the Go Addressable trade group to standardize its patented addressable TV technology.
- The Parrot Ad Decisioning System (ADS) manages ad delivery across linear, CTV, and programmatic platforms.
- A recent Hearst Television collaboration successfully implemented household-level addressability for broadcast infrastructure.
- Viamedia holds six patents focused on scaling local-first omni-channel operating systems for TV inventory.
Why It Matters
This integration provides a technical bridge for broadcasters and MVPDs to monetize traditional linear inventory with the precision of digital streaming. By aligning the Parrot ADS platform with Go Addressable standards, Viamedia reduces the friction for advertisers seeking unified cross-screen campaigns. Within the broader ecosystem, this move signals a shift toward deterministic identity as the baseline for all television advertising, not just digital-native platforms. The industry should watch for Hearst Television's performance metrics to see if this household-level targeting significantly increases CPMs for local broadcast spots.
Read full article at markets.businessinsider.com
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