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TVOT SF 2024: Addressable Advertising: Maintaining the Momentum

Wednesday, March 27th, 2024



According to research from Advertiser Perceptions, addressable TV advertising is considered a “must-buy” by 38% of marketers (up from 27% a year earlier), 73% of media buyers are now incorporating it into their mix (a 16% year-over-year increase), and 90% of advertisers who have run addressable campaigns on MVPD and vMVPD platforms plan to spend the same or more on addressable in 2024. Yet despite this, addressable inventory is still relatively small: +/- two minutes per hour, depending on the MVPD/vMVPD platform.

This session will bring together representatives of the companies and organizations that have been driving the growth of addressable TV in the US, in order to take stock of that growth and its implications, and to debate and discuss how to maintain addressable’s momentum going forward. Issues to be addressed include: How to improve attribution, in order to track the ROI of addressable TV; the importance to addressable of identity and the use of deterministic data; addressable’s potential for reaching light TV viewers; how to rethink creative for addressable spots; whether political advertising will prove to be a catalyst for addressable in 2024; the role industry organizations and initiatives need to play in order to grow addressable; and more. Panelists include:

  • Darren Sherriff, SVP of Advanced Advertising Solutions, Fox
  • Emily Kistner, Director of New Business and Identity Solutions, Adstra
  • Evan Adlman, EVP of Commercial Sales and Revenue Operations, AMC
  • Larry Allen, VP and GM Data & Addressable Enablement, Comcast/Chairman, Go Addressable
  • Mari Tangredi, SVP of Global Partnerships, Cadent
  • Matthew Van Houten, SVP of Product, Ad Ops Systems and Services, and Business Development, DIRECTV Advertising
  • Nadine Krefetz, Contributing Editor, Streaming Media Magazine (Moderator)


March 27
9:10 am - 10:00 am
Event Category:



TMRW Corp.

Tracy Swedlow & Richard Washbourne

Tracy Swedlow and Richard Washbourne own TMRW Corp., the parent corporation, which produces the InteractiveTV Today (ITVT) Web site and The TV of Tomorrow Show (TVOT) executive conferences. We are headquartered in San Francisco, California.

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