Addressable TV Used by 73% of Advertisers: Goaddressable Study

Remember when addressable TV was an oxymoron? Those days are gone, according to industry group Goaddressable: 73% of advertisers are now including addressable in their media plans, up from 57% just one year ago. Measurement is still the top obstacle, cited by 47%, but that number is dropping while cost efficiency (41%) and scalability (37%) are cited more often.