Go Addressable Welcomes New Supporting Members as New Research Shows Addressable TV Advertising Gains Momentum for 2025 TV Upfronts

Adobe, Ampersand, Basis Technologies, Hearst Television, INVIDI Technologies, and iSpot join Go Addressable

New Advertiser Perceptions research shows 67% of advertisers anticipate addressable TV advertising will play a role in 2025-2026 Upfront negotiations

Go Addressable and Evan Shapīro Unveil the Addressable Table of Elements to Showcase Scope of Addressable Inventory

NEW YORK--(BUSINESS WIRE)--Today, Go Addressable, a trade organization dedicated to educating and advancing the growth of addressable TV advertising, officially welcomed several new supporting members and unveiled illuminating research on the increasing role of addressable advertising in TV Upfront negotiations. As the 2025 Upfronts unfold, new research from Advertiser Perceptions shows that over half of buyers believe addressable will play a more important role in this year’s negotiations than last year. Addressable continues to grow with 80% of advertisers reporting they are using or plan to use addressable TV ads in 2025, reflecting a continued rise from previous years.

In partnership with Evan Shapīro, Go Addressable debuts the innovative Addressable Table of Elements, illustrating the extensive number of companies that support the 69.5 million unduplicated households across the Go Addressable footprint. The below table showcases the wide variety of addressable inventory sources, highlighting superior offerings for those using deterministic data.

Joining Go Addressable are innovative industry leaders Adobe, Ampersand, Basis Technologies, Hearst Television, INVIDI Technologies, and iSpot. These new members, and more to come, join the ranks of founding members, AMC Networks, Comcast Advertising, DIRECTV Advertising, DISH Media, and Spectrum Reach.

“Addressable continues to deliver effective TV advertising with broad reach and scale as demonstrated by both the growing interest and use of addressable, as reported by Ad Perceptions latest research, and the growing support of Go Addressable through our expanded membership,” says Tim Myers, Executive Director, Go Addressable. “We are excited to have worked with Evan Shapīro and ESHAP TV to showcase the number of companies that are supporting addressable TV advertising and highlighting the inventory that performs best using deterministic identifiers.”

"We're excited to join Go Addressable and collaborate with industry leaders to advance addressable TV," said Michael Kubin, Executive Vice President at INVIDI Technologies. "As the market grows, it's crucial to work together to create scalable, effective solutions for advertisers and programmers. Our partnership with Go Addressable ensures addressable TV becomes a trusted part of the advertising ecosystem."

“iSpot is thrilled to join Go Addressable, an organization dedicated to helping advertisers and programmers unlock the full potential of data-driven TV advertising. Addressable TV enables precise targeting and cost-effective reach, making it a powerful tool for engaging specific audiences across both linear and streaming platforms,” says Byron Valverde, VP Media Partnerships at iSpot. “iSpot’s ability to deliver comprehensive cross-platform measurement and attribution for both the buy and sell sides made joining this initiative an easy decision.”

“Basis Technologies and Go Addressable are aligned in fostering a healthy advertising ecosystem that delivers value to buyers and sellers through data, transparency and automation,” said April Weeks, chief investment and media officer, Basis Technologies. “Adoption of addressable advertising in the marketplace is hindered because of the fragmentation of media and audiences, which leads to disconnected processes in activation, measurement and reporting. Basis is committed to working with Go Addressable to build resources that show professionals in our industry how to harness this channel effectively.”

This announcement coincides with Go Addressable's second annual TV Upfronts Brunch, designed to educate brands and buyers on the benefits of an addressable-first media strategy. The event, scheduled for Thursday, May 15th in New York, is open to brands and agencies, featuring insights from thought leaders at Comcast Advertising, Dentsu, DIRECTV Advertising, DISH Media, ESHAP TV, PHD, RPA, Spectrum Reach, and more.

For more information, please visit goaddressable.com

About Go Addressable

Go Addressable is a trade organization founded by AMC Networks, Comcast Advertising, DIRECTV Advertising, DISH Media, and Spectrum Reach to help maximize the scale, impact and value of TV as a marketing platform. Our mission is to further accelerate the advancement of addressable TV advertising in a way that is trusted, scalable and effective for advertisers to incorporate into their campaigns and for programmers looking to make their inventory addressable. In conjunction with our supporting members, we will achieve this through advocacy and education within the industry; problem-solving and action around industry challenges; and by working to facilitate the use of addressable advertising campaigns for buyers and sellers of TV inventory. For more information on how to participate, please visit goaddressable.com.