About addressable TV advertising
Addressable TV advertising is about showing different ads to different households while they are watching the same program. Advertisers can go beyond linear (traditional) TV ad buys and focus on relevance and impact. Addressable TV advertising leverages the broadband capabilities of TV devices to replace linear TV ads shown to the entire audience by personalized TV ads targeted to relevant audiences.
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Equativ’s addressable TV offer
Equativ’s addressable TV offer consists in:
- a TV Booking API that allows broadcasters (TV channels) to sync their linear TV booking information with Equativ
- a dedicated TV ad call which contains parameters for the channel, broadcast date and ad break; these parameters are matched with Equativ’s existing inventory structure (sites and pages)
- a dedicated campaign management workflow with addressable TV ad decisioning features:
- Single advertiser spot optimization (SASO) — more details here
- Uniqueness — more details here
- Segment targeting — more details here
- the usage of other ad management features offered by Equativ's platform, including:
- Advertiser exclusions — more details here
- Cross-channel competitive exclusions — more details here
- Operator specific replacement rules — operators can declare custom rules and ask Equativ to deploy them in the backend; at this time, the following rules are available:
- not allowing the first TV ad in the ad break to be replaced
- defining a maximum number of TV ads per ad break to be replaced
Upcoming features
Equativ is currently working on adapting the VAST ad response format to the needs of each operator that is requesting the ad.
