Observed Signal · Sep 10, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
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.
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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 mapped“Go Addressable, the industry trade group dedicated to advancing addressable TV advertising and its use of deterministic identity.”
“Viamedia partnered with Hearst Television to enable true household-level addressability for broadcast television for the first time.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Enghouse and INVIDI Partner on Addressable IP TV Ads
Enghouse Networks and INVIDI Technologies announced an integration to expand addressable TV advertising across IP video environments. The deal combines Enghouse’s dynamic ad insertion (DAI) platform (built on technology originally developed by SeaChange) with INVIDI’s ad decisioning and monetization system, INVIDI Pulse™, to enable targeted campaigns across direct‑sold and programmatic workflows. The integrated solution supports real‑time ad decisioning and inventory optimization across linear streams, live services and video‑on‑demand, and aims to help operators, broadcasters and publishers scale monetization of IP video inventory while minimising operational complexity. Enghouse’s Mick McCluskey and INVIDI’s CEO Bruce Anderson are quoted describing the technical and commercial benefits for broadcasters and operators.
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.
Dish May Lose Hearst Local Channels Tonight
Dish and Hearst Television Inc. face a retransmission consent renewal deadline on August 19 at 7:00 p.m. ET; if they fail to reach an agreement, Dish customers could lose Hearst-owned local affiliates carrying ABC, NBC, CBS and The CW in multiple U.S. markets. The article lists many affected local stations and markets and notes a similar 2023 dispute produced a two-month blackout. The piece also references that Dish filed for bankruptcy on June 30, 2026, while stating the company says it is operating as usual during the process.
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