Go Addressable

The organisation operates as a non-profit trade body rather than a commercial vendor. Its core value creation is in coordinating TV distributors, programmers, data providers and advertisers to reduce fragmentation in addressable TV. It does this by defining common technical and operational guidelines, creating unified audience count frameworks, commissioning and publishing research, and hosting summits and educational initiatives. These activities aim to make addressable TV more scalable, measurable and operationally straightforward for buyers and sellers, thereby increasing overall spend and efficiency in the ecosystem. Revenue and resources are inferred to come from member funding, sponsorships and partner-supported research rather than product fees, with the “output” delivered as openly shared standards, content and events.

Go Addressable is a United States–based non-profit trade organisation focused on advancing addressable television advertising across multichannel video programming distributors (MVPDs), connected TV and advanced TV. Formed by major TV distributors and media owners, it develops common guidelines, audience counting methodologies and educational resources to make addressable TV easier to plan, buy and execute for advertisers and agencies.

The organisation does not operate a commercial adtech platform; instead it coordinates cross-industry initiatives, publishes standards and research, and convenes stakeholders via events such as its annual summit. Funding and operations appear to be supported by founding and supporting member contributions and event sponsorships rather than media arbitrage or software licensing. Its primary users are advertisers, media agencies, MVPDs, programmers, and measurement and data partners engaged in addressable TV advertising.