Observed Signal · Sep 10, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
TV Advertising Market: 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.
This partnership expands addressable TV capabilities to previously excluded inventory, potentially increasing monetization and measurement for broadcasters and MVPDs, significant for the TV advertising ecosystem.
Key Takeaways & Evidence Grounding
- Viamedia.ai joined Go Addressable, an industry trade group for addressable TV advertising.
- Viamedia owns six patents related to addressable TV, all tied to its Parrot ADS platform.
- Viamedia partnered with Hearst Television earlier this year for household-level addressability.
- The Parrot ADS platform manages and monetizes linear, CTV, and programmatic advertising.
- Go Addressable's mission is to maximize the value of TV as a marketing platform.
Connected Companies & Entities
2 Entities mappedGo Addressable
Nonprofit trade body advancing addressable TV advertising adoption.
“Go Addressable, the industry trade group dedicated to advancing addressable TV advertising and its use of deterministic identity....”
Hearst Television
Private US broadcaster selling local and cross-platform media inventory.
“Viamedia partnered with Hearst Television to enable true household-level addressability for broadcast television for the first time....”
Ontology Mapping & Concepts
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