Addressable TV is playing an increasingly important role for broadcasters, content providers and advertisers in Germany.
Progress is also being made towards a unified measurement system for advertising across both linear and digital distribution. This became evident during the strategy panel “Data-Driven Advertising for Streaming and TV”, which was organised by industry association Deutsche TV-Plattform in cooperation with ANGA as part of German trade show ANGA COM 2025 in Cologne.
Following the keynote speech by Tom Sewell, CEO of Yospace, which focused on technical solutions for delivering advertising, a panel discussed, among other topics, the potential and benefits of addressable reach for broadcasters and advertisers, with a particular emphasis on the importance of cooperation.
As more viewers consume content via IP-based distribution channels, the relevance of digital, addressable advertising formats tailored to user profiles continues to grow. In terms of cross-platform measurement of TV and digital services, the convergence of data is of particular significance. Under the leadership of German TV ratings provider AGF, the industry is already making good progress in linking the linear and digital worlds. Furthermore, initiatives such as the Addressable TV Initiative (ATVI) are helping to advance technological standardisation in end devices for addressable TV.
A key concern for broadcasters, platforms and advertisers is the quality of the data used, in order to enable the most precise possible targeting of users – which also contributes to an improved user experience through more relevant content. However, existing data protection requirements must apply equally to all market participants to ensure a level playing field – a corresponding appeal from the industry to policymakers highlighted that there is still room for improvement in this area.
Deutsche TV-Plattform has been actively engaged with the topic of addressable TV for several years through its Smart Media working group. Among other activities, the association has published a glossary on ATV, available on its website.
