Addressable TV advertising blends the reach and impact of television with the precision and measurability of digital channels. Enabled by advanced set-top boxes, it delivers ads to specific households based on demographics, behavior, or location, reducing waste and improving relevance. Consumers benefit from fewer, more relevant ads; advertisers gain better targeting, ROI tracking, and access to TV at lower costs; while broadcasters and distributors see new revenue streams and broader advertiser bases. Challenges include high costs, standardization, privacy concerns, and industry inertia.

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