Go Addressable
Go Addressable is a nonprofit trade body advancing addressable TV advertising adoption.
Analyst Perspective
Go Addressable is a US-based nonprofit industry initiative and trade organisation focused on accelerating adoption of addressable television advertising. Rather than operating as an ad tech platform, it convenes TV distributors and other ecosystem participants around education, research, advocacy, planning guidance and market standardisation for addressable TV across linear and streaming environments. Its customers and users are business stakeholders across the television advertising market, including advertisers, agencies, broadcasters, MVPDs, streaming platforms, measurement providers and ad tech participants. The organisation appears to generate value by coordinating industry collaboration and producing research, guidelines and events, with revenue likely supported by member contributions, sponsorships and partner-funded initiatives rather than software subscriptions or media trading.
Analyst Signal Briefing
Updated: 4 Jul 2026Under parent DIRECTV’s TPG ownership, Go Addressable is expanding its membership—adding DoubleVerify and Mastercard—whilst prioritising deterministic identity to counter industry reliance on inaccurate IP-based targeting. With research revealing IP-to-postal address matches are only 13% accurate, the group is positioning its standards as vital for the 2026-2027 upfronts, where 78% of advertisers now factor in addressable capabilities. These efforts, supported by a new three-tiered certification curriculum, aim to address transparency concerns and the technical limitations of email-based identifiers in the connected TV ecosystem.
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Key insights about Go Addressable
Category Differentiation
Go Addressable is not a DSP, SSP or self-serve ad buying platform. It is a nonprofit industry body for addressable TV advocacy, research and ecosystem coordination.
Go Addressable: About
Go Addressable operates as an industry consortium and nonprofit trade organisation. It creates value by aligning major TV distributors and related market participants around standards, research, education and advocacy that make addressable TV easier to plan, buy, measure and scale. Its role is to reduce fragmentation in the market, improve buyer confidence and accelerate category growth across the broader TV advertising ecosystem.
How Go Addressable Works & Monetises
Business model analysis and core revenue streams
Go Addressable appears to monetise primarily through nonprofit trade-body economics rather than software licensing. The most plausible revenue streams are member or partner contributions from participating TV distributors and ecosystem companies, event sponsorship and participation tied to the Go Addressable Summit, and co-funded or sponsored research and industry initiatives. There is no evidence of SaaS subscription, media arbitrage or transaction-based monetisation.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Go Addressable)
Go Addressable 2026 TV Upfronts Brunch: Addressable TV Takes Center Stage at the Upfronts
Go Addressable 2026 TV Upfronts Brunch: Addressable TV Takes Center Stage at the Upfronts
Read original sourceInside the Modern TV Upfronts: Addressable’s Growing Role in 2026-2027 Negotiations
This article discusses the increasing importance of addressable advertising in the upcoming TV upfront negotiations for 2026-2027.
Read original sourceGo Addressable Welcomes New Members as Research Shows That 78% of Advertisers Say Addressable TV Will Be a Factor in 2026 TV Upfront Negotiations
Go Addressable, the industry trade group dedicated to advancing addressable TV advertising and its use of deterministic identity, today announced…
Read original sourceGo Addressable: Frequently Asked Questions
What is Go Addressable?
Go Addressable is a US nonprofit trade organisation focused on advancing addressable TV advertising through research, education, advocacy and industry collaboration.
Who uses Go Addressable?
Its users are business stakeholders in the TV advertising market, including advertisers, agencies, broadcasters, MVPDs, streaming platforms, measurement providers and ad tech firms.
How does Go Addressable make money?
It likely relies on member and partner contributions, event sponsorship and participation, and co-funded research rather than software subscriptions or media trading.
Company Facts
- Founded
- 2021
- Headquarters
- United States
- Core Segment
- Agency & Consultancy
- Company Size
- 10–49
- Official Link
- goaddressable.com