Addressable TV advertising is a type of targeted advertising that allows businesses to reach specific households or individuals with TV ads. This is done by using data, such as demographics and viewing habits, to deliver personalized and relevant ads to specific households or individuals.

One of the current trends in addressable TV advertising is the use of advanced data and analytics. With the proliferation of connected TVs (CTVs) and streaming devices, businesses are able to access more data about viewers' demographics, interests, and viewing habits. This allows businesses to create more tailored and relevant ads, as well as to track the effectiveness of their campaigns in much the same way that digital advertising has long been able to do.

Another trend is the growth of programmatic buying lead by companies including The Trade Desk and Adelphic. Programmatic buying is a type of automated advertising that allows businesses to buy and place ads in real-time, using data and algorithms to target specific audiences. This allows businesses to reach the right audiences at the right times, as well as to optimize their ad spend and improve the performance of their campaigns.

Another trend is the increasing use of cross-screen advertising. With more and more people watching TV on multiple devices, businesses are using addressable TV advertising to reach viewers across different screens. This allows businesses to create more seamless and consistent experiences for viewers, as well as to reach them on the devices they are using at any given time.

Overall, addressable TV advertising is evolving and becoming more sophisticated, with the use of advanced data and analytics, programmatic buying, and cross-screen advertising. These trends are helping businesses to create more personalized and effective TV advertising campaigns, and to reach the right audiences at the right times.

As TV ad platforms become more similar to paid digital ad platforms, the ability for smaller brands that are historically more comfortable in the digital world of Meta or Google Ads may increasingly scale ad budgets to reach desirable audiences via connected TV. Companies such as Hulu, MNTN, and Tatari are making it easier than ever to get started with advertising on streaming TV, with the added benefit to advertisers of seeing their ads next to those of much more established brands and trusted TV content.