The programmatic buying of TV spots at highly detailed target audience level.
Addressable TV uses programmatic buying technology and advanced target group segmentation to buy specific commercials at household level, in real time. This allows different households to receive different advertising, while watching the same programme. Previously, TV campaigns were bought at programme level or target group level. With addressable TV, you could, via RTB and data driven profiles, buy ad space targeted specifically at each household.
A benefit for the viewer is that he gets to see relevant advertising. For instance, you could receive commercials for a golf weekend in Portugal if your profile shows you like this sport.
A benefit for the advertiser is that addressable TV allows them to target the target audience more precisely and tailor the message even better to the receiver. This means that TV can be used as flexible and targeted as digital channels.