addressable advertising

Definition

The ability to serve different ads to different households or individuals consuming the same content, typically through connected TV or digital platforms. Mass media meets individual targeting, like a billboard that changes based on who's looking at it.

Example Usage

With addressable advertising, my neighbor sees beer commercials during the game while I get diaper ads—the algorithm knows too much about both of us.

Origin

Term emerged in the mid-2010s as smart TVs and streaming platforms enabled household-level targeting

Fun Fact

Addressable TV advertising is expected to reach $3.6 billion in the US by 2024, as linear TV desperately attempts to compete with digital's targeting capabilities.

Source: Television and streaming advertising industry

Related Terms

Intermediate

display network

A collection of websites, apps, and videos where your banner ads can appear, giving you access to millions of placements ranging from premium publishers to extremely questionable mobile games. It's the democratization of ad placement, for better or worse.

📣 Marketing / Advertising

Beginner

SEO

Search Engine Optimization, the dark art of convincing Google your website deserves to be on page one. It involves a mixture of keyword stuffing, backlink begging, and praying that Google's latest algorithm update doesn't send your traffic back to the Stone Age.

📣 Marketing / Advertising

Intermediate

UGC

User Generated Content, which is a polite way of saying you're using your customers' photos and videos instead of paying for a professional shoot. It's the marketing equivalent of asking someone to bring a dish to a dinner party you're hosting.

📣 Marketing / Advertising

Intermediate

conversion optimization

The systematic process of increasing the percentage of visitors who complete desired actions, typically through endless A/B testing and arguing about button colors. Science meets superstition in pursuit of marginal gains.

📣 Marketing / Advertising

Intermediate

long-tail keywords

Highly specific, low-competition search phrases that attract fewer visitors but convert better, like fishing in a small pond with hungry fish instead of the ocean with everyone else. The unsexy workhorses of SEO that collectively drive more traffic than flashy head terms.

📣 Marketing / Advertising

Intermediate

conquesting

Targeting competitors' customers with advertising, often by bidding on their brand keywords or geofencing their locations. Marketing as warfare, but with less Geneva Convention oversight.

📣 Marketing / Advertising

Translate This Term

See “addressable advertising” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.

Try the Translator

Share This Term

Post on X Share on Facebook Share on LinkedIn

Discover a Term

Advanced

intravascular

Medical jargon meaning 'inside blood vessels'—because apparently 'in your veins and arteries' was too simple for medic...