Connected TV (CTV) has unlocked a huge new wave of viewing, but it also creates a big question for publishers: how do we monetize these streams in a way that keeps up with advertiser expectations? If a broadcaster only sells generic CTV spots without targeting, they risk becoming “just another video channel” competing on price. Addressable TV is one of the strongest tools publishers have to avoid that trap.

The first and most obvious benefit is stronger yield. In traditional TV, one 60-sec spot equals one sale. With Addressable TV, the same 60-sec window can carry multiple campaigns in parallel, each aimed at a different audience segment. A single ad break can simultaneously serve an auto brand to in-market car intenders, a bank to high-income households, and an FMCG brand to families with kids. Instead of one generic impression, that ad slot is now a bundle of more valuable, targeted impressions.

This leads directly to better pricing power. Advertisers and agencies are willing to pay more when they can narrow down their audience and reduce waste. A national broad-reach TV buy might be priced one way; a tightly targeted CTV package with postcode, device, or behavioural segments can command a premium. Addressable TV lets publishers create these premium packages and defend them with real data and reporting.

Addressable TV also makes CTV publishers more attractive to programmatic buyers. Many agencies now plan video across screens and expect the same tools they have in digital: frequency management, optimization, and detailed reporting. When a CTV publisher can offer Addressable TV inventory through an ad server or SSP with proper targeting and measurement, they fit neatly into these new buying workflows. Without those capabilities, they risk being excluded or bought only as a “nice-to-have” add-on.

Another big benefit is control and flexibility. A strong Addressable TV setup lets CTV publishers decide how to mix different demand sources: direct sold campaigns, programmatic guaranteed deals, private marketplaces, and even open auction. They can design pod structures (the sequence of ads in a break), control how many ads from each category appear, and protect key sponsorships while still filling remnant inventory efficiently. All of this is much harder when breaks are fixed and not addressable.

It is also worth noting the viewer experience angle. When targeting is done well, viewers see fewer irrelevant ads and experience less fatigue. A family that has seen the same generic spot ten times in a row is more likely to pick up their phone and tune out. If the ads feel more in line with their needs – for example, a nearby supermarket, broadband upgrade, or entertainment offer – they are more likely to watch and respond. In the long run, that supports higher completion rates and better performance, which keeps advertisers coming back.

Of course, Addressable TV does not magically solve everything overnight. CTV publishers need the right technology stack, good operational discipline, and clear policies around data usage and privacy. But once the building blocks are in place, the upside is clear: higher yield, stronger relationships with buyers, and a more resilient business model as TV viewing continues to shift into streaming environments.

For CTV publishers trying to move from “basic ad server” to “advanced monetization engine” Addressable TV is not just a buzzword. It is a practical set of tools and workflows that help them get more value out of every impression they already have.