Observed Signal · May 14, 2026 · Research Release · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
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.
Study quantifies severe inaccuracy in IP-based CTV targeting and shows buyer leverage in Upfronts; Go Addressable's coalition and membership expansion signal a coordinated industry effort to build deterministic identity, which has material implications for targeting, measurement, and media spend.
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Key Takeaways & Evidence Grounding
- A Truthset study commissioned by CIMM and Go Addressable found IP-to-postal address matches are accurate 13% of the time.
- The six major data providers tested agreed on the same IP-to-postal linkage only 6.4% of the time.
- Advertisers citing addressable TV as an Upfront factor rose from 67% to 78% year-over-year (an 11-point increase).
- Go Addressable is a trade organization founded by AMC Networks, Comcast Advertising, DIRECTV Advertising, DISH Media, and Spectrum Reach.
- Five new members joined Go Addressable: DoubleVerify, Mastercard, OpenAP, Philo, and Veeva Crossix.
Connected Companies & Entities
11 Entities mapped“Go Addressable is the open internet's only organized institutional response to an identity problem the walled gardens solved for themselves ...”
“A study commissioned by the Coalition for Innovative Media Measurement (CIMM) and Go Addressable, conducted by data-validation firm Truthset...”
“New research released today by Go Addressable and Advertiser Perceptions sharpens the picture further: among those buyers, 75% say addressab...”
“The trade organization, founded by AMC Networks, Comcast Advertising, DIRECTV Advertising, DISH Media, and Spectrum Reach, operates on three...”
“Five new members joined at the organization's annual Upfronts brunch today: DoubleVerify, Mastercard, OpenAP, Philo, Veeva Crossix...”
“Five new members joined at the organization's annual Upfronts brunch today: DoubleVerify, Mastercard, OpenAP, Philo, Veeva Crossix...”
“Five new members joined at the organization's annual Upfronts brunch today: DoubleVerify, Mastercard, OpenAP, Philo, Veeva Crossix...”
“Five new members joined at the organization's annual Upfronts brunch today: DoubleVerify, Mastercard, OpenAP, Philo, Veeva Crossix...”
“Amazon knows what you bought....”
“Google knows who you are....”
“The Addressable Master module, focused on cross-platform planning and measurement strategy, is now live on Substack....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Study: IP-Based Ad Targeting Is Highly Inaccurate
A Truthset study, commissioned by CIMM and Go Addressable, finds IP-based ad targeting is highly unreliable for household and audience advertising. The report reports that IP-to-postal address matches occur only 13% of the time and IP-to-email matches 16% of the time, estimating that only $0.03 of every dollar spent reaches the intended audience. Truthset warns that frequently reassigned IP addresses and divergent data from providers undermine programmatic targeting, leaving open-web and free ad-supported streaming services at a disadvantage compared with deterministic, login-driven walled gardens like Google, Meta and Amazon. The study calls for a move toward deterministic identifiers and improved identity infrastructure for addressable TV and cross-platform measurement.
WBD White Paper Calls for Measuring TV Ad Basics
Warner Bros. Discovery (WBD) published a white paper titled 'The Unified Reach Paradox' during Advertising Week New York, advocating for standardized TV ad measurement fundamentals. The paper presents findings from WBD's investigation of five major measurement providers—VideoAmp, iSpot, Comscore, Innovid, and Samba—across more than 50 campaigns on linear and streaming. WBD found significant variance in universal audience estimates, impression counting, and cross-platform coverage. For example, Comscore counted 43.5M impressions for a campaign while iSpot counted 24.6M. A survey of 154 agency and marketer decision-makers revealed that 73% consider unified reach a critical missing metric, and 79% cannot fully trust outcomes without it. WBD calls for industry standards on impression and viewability counting, and transparency in projection methodologies, urging a 'nutrition label' approach.
Viamedia.ai joins Go Addressable for addressable TV expansion
Viamedia.ai, a next-generation ad tech company focused on local-first omni-channel advertising, has joined Go Addressable, an industry trade group promoting addressable TV advertising and deterministic identity. By joining, Viamedia will make its patented addressable TV technology available to broadcasters and MVPDs, opening up high-quality broadcast ad inventory for improved targeting and monetization. The company's Parrot Ad Decisioning System (ADS) platform manages and monetizes linear, CTV, and programmatic advertising, unifying ad delivery across screens. Earlier this year, Viamedia partnered with Hearst Television to enable household-level addressability for broadcast TV. The move aims to educate buyers and expand the use of precise targeting across cable and broadcast, making linear TV more measurable.
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