What Go Addressable does

Go Addressable is a U.S.-based nonprofit trade organization founded in 2021 by five major TV distributors — AMC Networks, Comcast Advertising, DIRECTV Advertising, DISH Media, and Spectrum Reach — to accelerate the adoption of addressable TV advertising, the practice of serving targeted ads to specific households using deterministic identity rather than broad-reach linear buys. The organization operates three strategic pillars (Simplify, Socialize, Scale) and functions as the only unified standards body for the addressable TV category, publishing industry guidelines on addressable types, creative format specifications, execution SLAs, and preferred vendor lists, while also commissioning landmark research (notably a CIMM/Truthset study showing IP-to-postal address accuracy of only ~13%).

Its core products are: (1) a three-tiered Addressable TV Certification Program (Essentials, Master, Pro) hosted on Substack, developed in partnership with media cartographer Evan Shapiro, with over 1,000 media professionals completing the free Essentials tier; (2) the National Addressable Counts initiative, an automated audience-planning platform built with Blockgraph, Epsilon, Experian, and TransUnion that delivers unified, de-duplicated household counts across the ~70 million household footprint of Comcast, Spectrum, DIRECTV Advertising, DISH Media, and Ampersand; (3) proprietary research reports produced with Advertiser Perceptions, CIMM, and Truthset; and (4) the annual Go Addressable Summit and TV Upfronts Brunch, which together attract 350+ senior agency, brand, and technology attendees.

Go Addressable's business model is membership-funded: a tiered structure of founding members (the five TV distributors) and supporting members (Ampersand, Basis Technologies, DoubleVerify, Epsilon, Fox, Hearst Television, INVIDI, iSpot, Mastercard, OpenAP, Philo, TransUnion, Veeva Crossix, Adobe, etc.) underwrites the research, events, certification, and platform initiatives. Certification operates on a freemium model (Essentials free; Master and Pro pricing undisclosed), and the organization generates ancillary revenue through event sponsorships and research distribution. The target audience is B2B: agencies, brand advertisers, TV programmers, distributors, and data/measurement providers operating in the U.S. addressable TV ecosystem.

Name

Go Addressable

Legal name

Go Addressable, Inc.

Website

https://goaddressable.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Go Addressable is a U.S. nonprofit trade organization founded in 2021 by five major TV distributors (AMC, Comcast, DIRECTV, DISH, Spectrum Reach) to set industry standards, publish research, and certify media professionals in addressable TV advertising.

Ownership category

akta.pro rank

Product category

Advertising Trade Organization

NAICS

Broadcasting and Content Providers (516), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Pay-TV Advertising Sales & Monetization (Addressable/Local Avails) (MPABAGAJ)

Keywords

• Addressable TV advertising
• Advertising trade organization
• TV advertising research
• Media buying certification
• TV audience targeting

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Trade Organization / Membership Dues: Go Addressable operates as an industry trade organization. Its primary financial model revolves around membership fees from founding members (TV distributors: AMC Networks, Comcast Advertising, DIRECTV Advertising, DISH Media, Spectrum Reach) and supporting members (technology, data, and media companies). Membership enables participation in standards-setting, access to research, certification programs, and industry events.
2. Industry Education & Certification: Go Addressable offers a three-tiered certification program (Essentials, Master, Pro) for agencies, brands, and media practitioners. The Essentials level is free. Revenue from certification may come through premium tier fees or indirectly through increased adoption of addressable TV, which benefits member companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Go Addressable is a nonprofit trade organization that provides industry research, education, advocacy, and unified standards for addressable TV advertising. Its core deliverables include a three-tiered certification program (Essentials, Master, Pro), the National Addressable Counts automated planning solution, proprietary market research, unified industry guidelines, and annual industry events (Summit and TV Upfronts Brunch). The organization serves TV distributors, agencies, brand advertisers, and technology/data providers across the addressable TV ecosystem.

Product overview

Go Addressable is a trade organization for addressable TV advertising, offering a platform of educational certification programs, industry research reports, and standardized guidelines. The core product is its three-tiered Addressable TV Certification Program (Essentials, Master, Pro levels) hosted on Substack, teaching addressable TV planning, buying, execution, and measurement. Supporting offerings include industry research reports (with CIMM, Truthset, Advertiser Perceptions), the National Addressable Counts automated planning solution developed with Blockgraph/Epsilon/Experian/TransUnion, unified addressable advertising guidelines, and annual industry events (Summit and TV Upfronts Brunch).

Differentiator

Problem solved

Functional benefit

Products and services

• Addressable TV Certification Program Three-tiered educational certification program teaching addressable TV advertising planning, buying, execution, and measurement. Hosted on Substack with on-demand video lectures, written materials, quizzes, and certificate credentials. Designed for agencies, brands, and media practitioners.
• Addressable Essentials Free introductory level of the certification program covering addressable TV advertising origins, why identity matters, and deterministic identity as the cornerstone of successful media investments. Features on-demand video lectures from Evan Shapiro, Matt Van Houten, and Larry Allen. Available on Substack.
• Addressable Master Intermediate certification level focusing on how the addressable TV ecosystem works, connecting exposure to outcomes with deterministic measurement, and optimizing campaigns with clearer performance insights. Covers audience selection, data onboarding, activation, and cross-platform planning.
• Addressable Pro Advanced certification level providing best practices and proven success stories for buying, planning, and activating addressable campaigns with confidence. Scheduled for launch in the second half of 2026.
• National Addressable Counts Automated audience planning solution enabling advertisers to calculate total audience counts across all major addressable TV providers (Comcast, Spectrum, DIRECTV Advertising, DISH Media, Ampersand) with unified, de-duplicated household counts across approximately 70 million households. Developed in partnership with Blockgraph, Epsilon, Experian, and TransUnion.
• Addressable Advertising Guidelines Unified industry guidelines covering addressable types (Audience Addressable, Creative Versioning), creative format specifications (MPEG-2 stream, MPEG1 Layer 2 audio, 1080i, 1920x1080), consistent creative length (:30 seconds standard), ability to cap and edit, preferred vendor lists for data matching and attribution, and campaign execution timelines with standardized SLAs.
• CIMM Guidelines for Planning & Buying Addressable TV Advertising Joint report with CIMM providing best practices for addressable TV advertising usage and trends, based on in-depth custom research. Demonstrates how adding addressable TV to linear campaigns can increase reach.
• Challenges of Using IP Address for Audience Identification and Measurement Landmark study commissioned with CIMM and conducted by Truthset quantifying systemic problems between IP addresses and households/email addresses. Found IP-to-postal linkages accurate only 13% of the time and IP-to-email linkages only 16% of the time, validating the need for deterministic identifiers in addressable TV.
• Addressable TV Continues Its Momentum Among Advertisers Annual research with Advertiser Perceptions tracking addressable TV adoption, spending projections, and advertiser satisfaction. Found 43% of advertisers expect to spend more on addressable TV in 2026, 63% of non-users plan to start in 2026 (+53% from 41% in 2022), and 31% are 'very satisfied' (+72% from 18% in 2022).
• Go Addressable Summit Annual industry summit bringing together agency, brand, and industry partners to explore addressable TV advertising trends, targeting, measurement, and innovation. 5th annual summit held November 2025 in New York with over 350 attendees.
• Go Addressable TV Upfronts Brunch Annual industry event held during TV Upfronts week, exploring addressable TV's role in upfront negotiations, deterministic identity, and converged video planning. 3rd annual event held June 2026 in New York.

Quantifiable outcome

• 86% advertiser satisfaction with addressable TV advertising options
• +10 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

30 partnerships are on record, tiered supporting, core, reference, founding and preferred vendor.

• Next In Media (Mike Shields)supportingGTM or Marketing Partner · 26 March 2026Go Addressable partnered with Next In Media (hosted by Mike Shields) to produce a five-part podcast series featuring conversations with top industry executives about addressable TV and deterministic data. Episodes include interviews with Carat North America CEO Mike Law and Warner Bros. Discovery's Bridget Jayaram.
• DoubleVerifysupportingTechnology or Integration · 10 March 2026DoubleVerify joined Go Addressable as a new supporting member in 2026, bringing capabilities in ad verification and fraud detection to the addressable TV ecosystem.
• MastercardsupportingTechnology or Integration · 10 March 2026Mastercard joined Go Addressable as a supporting member in 2026, providing transaction-level attribution data and insights through its partnership with Comcast Advertising (demonstrated at the 2025 Summit). Mastercard sponsors the annual Summit.
• OpenAPsupportingTechnology or Integration · 10 March 2026OpenAP joined Go Addressable as a supporting member in 2026, contributing cross-publisher audience definition capabilities and measurement solutions for the addressable TV ecosystem.
• PhilosupportingTechnology or Integration · 10 March 2026Philo joined Go Addressable as a new supporting member in 2026, adding its streaming inventory to the addressable TV ecosystem.
• Veeva CrossixsupportingTechnology or Integration · 10 March 2026Veeva Crossix joined Go Addressable as a supporting member in 2026, bringing health and life sciences data capabilities and measurement expertise to the addressable TV advertising ecosystem.
• Evan Shapīro / ESHAPcoreStrategic or Co-development Partner · 10 March 2026Evan Shapīro, founder of ESHAP and a noted 'media cartographer,' developed Go Addressable's three-tiered certification curriculum (Essentials, Master, Pro) in partnership with the organization. He serves as the primary instructor, delivering on-demand video lectures on addressable TV advertising, deterministic identity, and the addressable ecosystem. He also created the Addressable Table of Elements visualization.
• CIMM (Coalition for Innovative Media Measurement)coreStrategic or Co-development Partner · 5 November 2025CIMM and Go Addressable jointly commissioned the landmark IP-to-household accuracy study conducted by Truthset, benchmarking nearly one billion IP records against ISP ground truth. CIMM also partnered on the Guidelines for Planning & Buying Addressable TV Advertising report and the IP study released November 2025 at the Go Addressable Summit.
• TruthsetcoreTechnology or Integration · 5 November 2025Truthset conducted the landmark IP-to-household accuracy study (commissioned by Go Addressable and CIMM) benchmarking IP data providers against ISP and MVPD ground truth datasets. The study revealed IP-to-postal accuracy at ~13% and IP-to-email at ~16%, validating the need for deterministic identifiers in addressable TV.
• Brand Safety Summit / 614 GroupsupportingStrategic or Co-development Partner · 5 November 2025Go Addressable's 5th annual Summit was co-hosted with the Brand Safety Summit (produced by 614 Group) on November 5, 2025 in New York, combining addressable TV and brand safety discussions for a unified industry event.
• BlockgraphcoreTechnology or Integration · 28 October 2025Blockgraph partnered with Go Addressable, Epsilon, Experian, and TransUnion to develop the National Addressable Counts initiative — an automated solution enabling advertisers to calculate unified, de-duplicated household audience counts across all major addressable TV providers. Blockgraph's privacy-focused anonymization technology enables cross-provider audience analysis without exposing personal data.
• EpsiloncoreTechnology or Integration · 28 October 2025Epsilon joined Go Addressable as a supporting member and partnered on the National Addressable Counts initiative. Epsilon provides deterministic identity data for audience matching and planning across the Go Addressable footprint of ~70 million households. Epsilon also sponsors the annual Summit.
• ExperiancoreTechnology or Integration · 28 October 2025Experian partnered with Go Addressable, Blockgraph, Epsilon, and TransUnion on the National Addressable Counts initiative to automate audience counting across addressable TV providers. Experian is also a preferred data match vendor (alongside LiveRamp and Epsilon) per Go Addressable's guidelines.
• TransUnioncoreTechnology or Integration · 28 October 2025TransUnion joined Go Addressable as a supporting member and partnered on the National Addressable Counts initiative. TransUnion contributes its robust identity graph for audience matching and measurement, and sponsors the annual Summit alongside Epsilon and Mastercard.
• AdobesupportingStrategic or Co-development Partner · 15 May 2025Adobe joined Go Addressable as a supporting member in May 2025, bringing its advertising technology and data capabilities to the addressable TV ecosystem.
• AmpersandsupportingStrategic or Co-development Partner · 15 May 2025Ampersand joined Go Addressable as a supporting member in May 2025, contributing its advanced TV audience optimization and planning capabilities. Ampersand's addressable footprint is included in the National Addressable Counts initiative alongside Comcast, Spectrum, DIRECTV, and DISH.
• Basis TechnologiessupportingTechnology or Integration · 15 May 2025Basis Technologies joined Go Addressable as a supporting member in May 2025. Basis is building a unified workflow ('Compass') connecting audience selection, data onboarding, activation, measurement, and billing reconciliation for addressable TV within its platform.
• Hearst TelevisionsupportingStrategic or Co-development Partner · 15 May 2025Hearst Television joined Go Addressable as a supporting member in May 2025, contributing its broadcast television inventory and audience data to the addressable TV ecosystem.
• INVIDI TechnologiessupportingTechnology or Integration · 15 May 2025INVIDI Technologies joined Go Addressable as a supporting member in May 2025, providing addressable TV advertising technology for precise household-level targeting across video distribution platforms.
• iSpotsupportingTechnology or Integration · 15 May 2025iSpot joined Go Addressable as a supporting member in May 2025, bringing comprehensive cross-platform measurement and attribution capabilities for both buy-side and sell-side addressable TV campaigns.
• Fox CorporationsupportingStrategic or Co-development Partner · 15 May 2025Fox Corporation joined Go Addressable as a supporting member in 2025, contributing its broadcast and streaming inventory to the addressable TV ecosystem.
• NielsenreferenceTechnology or Integration · 15 May 2025Nielsen data (January 2026) showing that nearly half of all viewers tune in via addressable TV channels is cited by Go Addressable to highlight the knowledge gap that the certification program addresses. Nielsen is a referenced data source but not a formal member.
• AMC NetworksfoundingStrategic or Co-development PartnerAMC Networks is one of five founding members of Go Addressable. As a founding member, AMC Networks contributes to the organization's strategic direction, industry advocacy, and the advancement of addressable TV advertising using deterministic identity across its cable and streaming portfolio.
• Comcast AdvertisingfoundingStrategic or Co-development PartnerComcast Advertising is a founding member and the organization counts Comcast among its largest household footprints. Comcast Advertising contributes to guidelines, research, and the National Addressable Counts initiative, and its executives (including Chris Vail and Dawn Lee Williamson) participate in key panels and events.
• DIRECTV AdvertisingfoundingStrategic or Co-development PartnerDIRECTV Advertising is a founding member and home to Go Addressable's Board Chair (Matt Van Houten). DIRECTV Advertising provides addressable TV inventory across satellite households and contributes to industry education and the certification program.
• DISH MediafoundingStrategic or Co-development PartnerDISH Media is a founding member of Go Addressable, providing addressable TV inventory across DISH satellite and streaming households. Executives including Dave Antonelli and Jose Moreira contribute to panels and the organization's educational mission.
• Spectrum ReachfoundingStrategic or Co-development PartnerSpectrum Reach is a founding member of Go Addressable and contributes one of the largest cable household footprints. Executives including Dan Callahan and Michael Kuntz actively participate in Summit programming and industry advocacy.
• LiveRamppreferred vendorTechnology or IntegrationLiveRamp is identified as a preferred data match vendor and attribution vendor by Go Addressable's industry guidelines. LiveRamp's identity resolution technology enables advertisers to onboard audience segments for addressable TV targeting across operators.
• Neustar (TransUnion)preferred vendorTechnology or IntegrationNeustar is identified as a preferred attribution vendor in Go Addressable's industry guidelines, providing measurement and attribution studies for buyers across operators.
• Advertiser PerceptionscoreStrategic or Co-development PartnerGo Addressable partners with research firm Advertiser Perceptions on an ongoing basis to conduct surveys of agency and brand marketers on addressable TV adoption, spend intentions, and satisfaction. Research findings are released as annual/quarterly reports and presented at Go Addressable events.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• ThinkTV: ThinkTV is the marketing and research body of the TV advertising industry that promotes the effectiveness of TV advertising through research and industry education. It is the closest functional analogue to Go Addressable in linear/TV advertising trade-organization activity and targets a similar buyer-side audience with overlapping research and event content.
• Interactive Advertising Bureau (IAB): IAB is the leading advertising industry trade body that develops digital advertising standards, conducts research, and runs industry education programs. Like Go Addressable, IAB convenes buyers, sellers, and technology providers around standards (e.g., OpenRTB, ads.txt) and produces widely cited research; both organizations compete for the same member attention and standards-setting authority, albeit in different sub-domains of advertising.
• OpenAP: OpenAP is a TV audience-definition and measurement platform founded by major TV programmers/publishers and is now a supporting member of Go Addressable. Pre-membership, OpenAP functioned as a parallel/competing standards-style effort for cross-publisher audience definition in advanced TV, making it a structurally and functionally similar peer organization.
• OAAA (Out of Home Advertising Association of America): OAAA is the trade body for out-of-home advertising that conducts research, advocacy, and member education. While OAAA focuses on OOH rather than TV, it is a comparable trade-organization structure — member-funded, research-driven, standards-promulgating — that operates on a similar audience of agencies and brands.
• Mobile Marketing Association (MMA): MMA is a global trade body for mobile marketing that develops standards (e.g., measurement guidelines), conducts research, and runs industry education and certification programs. It is comparable to Go Addressable as an adjacent-channel trade body using similar research, standards, and certification levers across a different media vertical.
• Advertising Research Foundation (ARF): ARF is a research-focused advertising industry association that commissions and disseminates advertising effectiveness research. Go Addressable's research portfolio with Advertiser Perceptions, CIMM, and Truthset is a clear functional analogue to ARF's research mandate, though scoped to addressable TV.
• Association of National Advertisers (ANA): ANA is a trade association representing major brand advertisers with research, education, and advocacy programs (including the ANA Masters Conference and the SeeHer/measurement initiatives). It is directly comparable to Go Addressable as an advertiser-side industry body that shapes media buying norms through thought leadership, research, and convenings.
• 4A's (American Association of Advertising Agencies): 4A's is the U.S. trade body for advertising agencies, providing standards, member services, training, and industry advocacy. It parallels Go Addressable's mandate to educate agency planners and buyers — a primary certification/curriculum audience for both organizations — and represents overlapping member constituencies.
• Video Advertising Bureau (VAB): VAB is a video and CTV advertising trade body that produces research, education, and thought-leadership content for the video advertising ecosystem. It sits in overlapping conceptual territory with Go Addressable around video advertising effectiveness, measurement, and converged TV — making it a relevant standard-setting and education peer.
• CIMM (Coalition for Innovative Media Measurement): CIMM is an industry coalition that advances cross-platform media measurement and commissioned the landmark IP accuracy study that Go Addressable jointly published. It is both a partner and a competing/parallel convening body for cross-platform measurement standards in TV and digital, making it a structurally similar peer in scope and method.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/goaddressable

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Go Addressable