Programmatic TV to Addressable TV CommPRO.biz Editorial Staff Research and Market’s has released a new report, titled “Programmatic TV to Addressable TV: The New Potential of Targeted Advertising for Television.” In a world where TV set-top consumption is declining rapidly, and streaming brings in fierce competition in terms of viewing time, TV is looking to reinvent itself. With individualisation of audiovisual consumption, the popularity of pay-TV in most Western countries and TV sets now connected to the Internet, it is now technically possible to offer advertisers similar conditions to those they enjoy on the Internet. This study seeks to clarify the different flavours of programmatic TV, the advantages and disadvantages, how the new value chain is organised and who the major players are. It also analyzes the strategies being taken by broadcasters, satellite operators, cable operators and telcos. The opportunities and threats with programmatic for all TV stakeholders are also examined. Finally, it looks at the key factors that will influence future growth of this market and provides forecasts for the market in 2021. Key Topics Covered: 1. Executive Summary 2. Methodology 3. TV advertising: from mass-market to targeted ads 4. TV advertising market under threat from changing audiovisual consumption patterns 5. Programmatic TV, addressable TV: definitions and concepts 6. Organisation and players 7. Factors affecting the development of programmatic TV 8. TV broadcaster positioning 9. Broadcasters in test phase 10. TV distributors, the major players of addressable and programmatic TV 11. Markets and forecasts 12. Analysis of factors boosting/hindering growth 13. Market forecasts Companies Mentioned: ABC TV Group ADEX Apple AT&T AudienceXpress Bouygues Telecom Chromecast Clypd Comcast Comscore Cox Foxtel France Tlvisions FreeWheel GABBCON Google GroupM Mediaocean Mediaset NBCUniversal NextRadio TV Roku RTL Group SFR Sky SmartStream thePlatform Time Warner TiVo Research Verizon Videology Virgin Media Virtual Minds Visible World YuMe For more information about this report visitResearch and Markets.