Addressable TV is rapidly gaining traction in Germany, significantly impacting broadcasters, content providers, and advertisers. A recent strategy panel, “Data-Driven Advertising for Streaming and TV,” held at ANGA COM 2025 in Cologne and organized by the Deutsche TV-Plattform in conjunction with ANGA, highlighted this trend. The panel, following a keynote by Yospace CEO Tom Sewell on advertising delivery solutions, focused on the potential of addressable reach. As more viewers shift to IP-based platforms, the demand for user-profile-based advertising increases.
Cross-platform measurement is critical. Under the guidance of AGF, the German TV ratings provider, the industry is actively working on unifying linear and digital data. Initiatives like the Addressable TV Initiative (ATVI) are also pushing for technological standardization in addressable TV devices. Data quality is paramount for precise user targeting and improved user experience through relevant content. The panel emphasized the need for a level playing field, advocating for consistent data protection regulations across all market players.
The Deutsche TV-Plattform, through its Smart Media working group, has been actively involved in promoting addressable TV for years. Their website even features a dedicated glossary on the subject. The industry's collaborative efforts are paving the way for a more targeted and effective advertising landscape in German television.