Agency ad buyers say there isn’t enough addressable TV inventory

by Tim Peterson

The share of TV households in the U.S. that can be targeted with ads on traditional TV continues to rise as the barriers to buying addressable TV inventory continue to fall. But agency ad buyers have another issue with addressable TV advertising: there just aren’t enough addressable TV ad slots for sale.

Out of the 120 million TV households in the U.S., more than 65 million can be served addressable, or targeted, ads, according to advanced TV ad firm Cadent. However, within that smaller addressable TV footprint, only roughly one-eighth of the ad inventory can be used for addressable advertising.

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