As the 2025 TV Upfront season gains momentum, Go Addressable, a leading trade organization promoting addressable TV advertising, has made a major stride in expanding its industry influence. With six new members joining its ranks and fresh research from Advertiser Perceptions pointing to increased buyer confidence in addressable strategies, the organization is doubling down on its mission to standardize and scale data-driven TV solutions. The announcement was timed with Go Addressable’s second annual TV Upfronts Brunch in New York.
Addressable Advertising on the Rise
- 80% of advertisers are using or plan to use addressable TV in 2025.
- Over 50% of buyers say addressable will play a more important role in this year’s Upfront negotiations compared to 2024.
- These insights come from new research conducted by Advertiser Perceptions, reflecting addressable TV’s growing value.
New Members Strengthen Go Addressable’s Mission
Go Addressable welcomed several new members:
- Adobe
- Ampersand
- Basis Technologies
- Hearst Television
- INVIDI Technologies
- iSpot
These join founding members including AMC Networks, Comcast Advertising, DIRECTV Advertising, DISH Media, and Spectrum Reach.
Launch of the Addressable Table of Elements
- Developed in collaboration with Evan Shapīro and ESHAP TV, the Addressable Table of Elements:
- Maps companies serving 69.5 million unduplicated households.
- Demonstrates the depth of inventory and deterministic data applications across platforms.
Executive Voices on Joining Go Addressable
- INVIDI Technologies: Emphasized scalability and collaboration to standardize the market.
- iSpot: Highlighted cross-platform measurement and attribution capabilities.
- Basis Technologies: Stressed the need for data, automation, and transparency to overcome fragmentation.
Go Addressable’s Upfronts Brunch
- Held on May 15, 2025, in New York.
- Attended by brands, agencies, and executives from:
- Comcast Advertising
- Dentsu
- DIRECTV Advertising
- DISH Media
- ESHAP TV
- PHD
- RPA
- Spectrum Reach
- Aimed at educating stakeholders on the benefits of addressable-first media strategies.
Go Addressable’s strategic expansion and forward-looking research underscore the momentum behind addressable TV advertising. As more brands look to precision targeting and cross-platform measurement, the industry’s collaboration through organizations like Go Addressable is critical to unifying fragmented systems. With new members and innovative tools like the Addressable Table of Elements, the future of data-driven TV appears more connected—and promising—than ever.
