Addressable TV vs. Addressable OTT/CTV: Bringing Precision to Addressable Advertising in 2020


Addressability, when it comes to advertising, is one of the hottest buzzwords in the market today. You likely are hearing buzz around Addressable TV capabilities as well as addressable OTT/CTV capabilities. So, what is the difference and why does addressable targeting matter in 2020?


Addressable TV vs. Addressable OTT/CTV

Addressable TV and Addressable OTT/CTV advertising capabilities both deliver ads to consumers with the ability to show different ads to different households while they are watching the same program. Addressable TV is a method of delivering targeted ads to digital TVs that have a cable connection, whereas Addressable OTT/CTV is a method that delivers targeted ads to any device used to stream content via Internet services. With both, advertisers are able to shift their focus from targeting programs to targeting audiences instead.

However, Addressable TV falls far short of what advertisers are able to achieve now with addressable OTT/CTV. This is especially true in the case of’s Addressable OTT/CTV targeting solution, which allows advertisers to combine the impact of TV with the precision of digital targeting and successfully reach the right viewers at the right time.

For any advertising campaign to be successful, you have to reach the people where they’re at. And today, people’s eyeballs are more and more on their OTT/CTV devices.

With Addressable OTT/CTV, consumers can be reached through display, mobile, and OTT/CTV ads—across all devices seen within a household, including both the big and small screen.


Addressable OTT/CTV: New Levels of Precision

As we’ve previously discussed, no two neighbors are alike. And thanks to’s Addressable OTT/CTV advertising solution, you can tap into a much larger data set for targeting than with Addressable TV, resulting in better precision, greater relevancy and higher ROI.

So, what exactly do we mean by this? Enter’s Addressable Audience Curation tool.

With Addressable Audience Curation, marketers can easily curate addressable audiences in real-time based on location and demographic data for over 126 MM households across the U.S. Location data can be filtered by postal code, city/metro, congressional districts, and more. Advertisers can then filter their addressable audience with over 500 categories of household demographic, political, and economic variables all within’s system and seamlessly execute addressable OTT/CTV campaigns without having to possess first party data or purchase targeting lists from data brokers.

As the digital world continues to evolve, it’s important that marketers tap into new advancements in the advertising space so they can successful reach consumers in the time that matters most. As we’ve seen, Addressable OTT/CTV with represents the frontier of precision in 2020. Contact us at to start experiencing the benefits for yourself.