Go Addressable

IP-Based CTV Targeting Fails 75% of Time

New research from identity resolution vendor Adstra and indie media agency InterMedia Advertising finds that IP-based connected TV (CTV) targeting is frequently inaccurate. The study reports that only 23% of residential IP addresses reached their intended geographic target and that device-level CTV identifiers were more stable over time (71%) than IP addresses (57%). The authors argue that opaque IP-to-household mapping methods waste media spend and propose a new reliability framework, ID Connection Strength (ICS), which scores identifiers 1–6 across five criteria. ICS has been in testing since January with select brands and agencies and is expected to be more widely available in the third quarter of 2026.

Critics Say Email-Based IDs Don’t Work for CTV

AdExchanger examines industry skepticism about using email-based alternative IDs for Connected TV (CTV). Critics say email IDs, while viable as cookie replacements for display, are ill-suited to CTV’s one-to-many viewing contexts and often rely on third‑party-sourced emails rather than publisher first‑party logins. The article spotlights a recent Unified ID 2.0 (UID2) encryption error at The Trade Desk that rendered a publisher’s UID2 tokens useless for three months, and reports firsthand accounts that some FAST channels and publishers purchase emails from data brokers to build IDs. Experts including Mike Richter and Ana Milicevic call for greater transparency, stronger QA/governance, shared test harnesses and improved measurement to validate ID integrity and performance in CTV.

Go Addressable Pushes Deterministic Identity for CTV

State of Streaming reports that a study commissioned by CIMM and Go Addressable and conducted by Truthset found IP-to-postal address matches are accurate only 13% of the time and that six major data providers agreed on the same IP-to-postal linkage just 6.4% of the time. Advertisers are reacting: the share citing addressable TV as an Upfront factor rose from 67% to 78% year-over-year, which the article frames as bargaining leverage driven by buyer-held data. Go Addressable, a trade organization founded by AMC Networks, Comcast Advertising, DIRECTV Advertising, DISH Media and Spectrum Reach, positions itself as the open-internet response to deterministic identity gaps; it runs training (over 1,000 completed Addressable Essentials) and announced five new members (DoubleVerify, Mastercard, OpenAP, Philo, Veeva Crossix). The article argues the open internet must build deterministic identity to avoid continued waste from unreliable IP-based targeting.