TV[R]EV Original

The Challenge of Universal Addressability

Making TV Universally Addressable

OTT platforms like Hulu, DirecTV Now, Tubi and Pluto TV have been able to serve up addressable advertising from day one. That’s the advantage of digital delivery.

Cable and broadcast television, on the other hand, weren’t designed for addressable delivery. But that doesn’t mean they can’t be retrofitted.

The major challenges associated with achieving Universal Addressability can be broken down into three main categories – Control, Clock and Cache. We will first discuss each of these three categories in a little detail and then offer practical solutions to each.

  • Control – Inventory Owners signaling which ads are replaceable with what creative
  • Clock – The ability of Smart Device to splice the new ad at exactly the right time
  • Cache – The Case for Shared, Predictive, Open Cache (SPOC)

This free report looks at how, using what Tom Morgan calls the “Three Cs” — Control, Clock and Cache — traditional linear TV can allow for addressable advertising, opening up that $75 billion market to brands looking to target specific households while providing near real-time feedback on which households watched what ads.

Be on the lookout for the September release of TV[R]EV’s full report on addressable TV advertising, where we’ll examine the business from top to bottom: how it all works, how to actually buy it, how to actually measure it, who’s doing it, the advantages and disadvantages of targeting, and future predictions.

We still have a limited number of sponsorships for our big new special report on addressable TV advertising, coming September 2019. Hit us up here or email us at

Download the Free Report