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Addressable TV
Household-level ad targeting on live linear TV, substituting different ads for different households.
Addressable TV lets an operator or programmatic platform serve a different ad to different households watching the exact same live linear program at the exact same moment, by substituting the ad at the set-top box or via SCTE-35-triggered SSAI on the streaming side. It brings the household-level targeting of digital advertising to traditional broadcast and cable distribution, without changing what content the household is actually watching.