irdeto-experience-broadcast-addressable-advertising

Irdeto Broadcast Addressable Advertising

A broadcast addressable advertising solution that combines the reach and premium viewing experience of linear TV with the targeting, measurement and optimization capabilities of digital advertising, enabling operators to maximize the value of broadcast and OTT inventory.

Advertising budgets are increasingly shifting to digital platforms because they offer precise targeting, real-time measurement and campaign optimization. While broadcast TV delivers premium reach and engagement, it lacks the addressability of OTT advertising. Irdeto Broadcast Addressable Advertising bridges this gap by bringing digital targeting, measurement and monetization capabilities to broadcast inventory, helping operators increase revenue while delivering more relevant advertising experiences.

Premium inventory monetization

Increase the value of broadcast ad inventory

Digital precision

Bring OTT-style targeting to broadcast TV

Higher revenue

Increase CPMs with more relevant advertising

Campaign insights

Measure performance with real-time reporting

Unified advertising

Manage campaigns across broadcast and OTT

Better viewer experience

Deliver more relevant and engaging ads

Proven results

50%

higher advertising CPMs

40%

improved ad fill rates

25%

higher campaign engagement

100%

STB coverage across Linux, RDK and ATV

Best Innovation in Streaming: Irdeto Experience
BroadcastPro Manufacturer Awards 2024

Streaming Innovation of the Year: Irdeto Experience
Streaming Media European Innovation Awards 2024

Best In Digital Distribution: Irdeto Experience
BroadcastPro Manufacturer Awards 2025

Addressable ad insertion

Replace broadcast ads with targeted ads in real time

Hybrid STB support

Deliver addressable advertising to connected and unconnected devices

Ad server integration

Integrate with operator and third-party advertising ecosystems

Real-time impression management

Track delivery, measure campaign performance and optimize outcomes

Clash management

Prevent conflicting or overlapping advertisements

Advanced reporting

Provide campaign analytics, impression tracking and audience insights

SDK: STB-integrated advertising SDK.
Ad server: Supports operator and third-party ad servers.
Delivery: Broadcast, IP Linear and OTT.
Targeting: Audience, demographic and geographic segmentation.
Ad insertion: Frame-accurate ad replacement.

Reporting: Real-time impression and campaign analytics.
Storage: Local DVR storage support for unconnected STBs.
Campaigns: Operator-managed or externally integrated.
Optimization: Ad pacing, clash management and audience controls.
Infrastructure: Reuses existing broadcast and advertising systems.

Case study

Profile

Pay-TV operator monetizing broadcast and OTT audiences.

Challenge

Advertisers demanded the targeting and measurement capabilities available in digital advertising.

Solution

Enabled addressable advertising across connected and unconnected STBs, bringing digital targeting and reporting to broadcast inventory.

Results

Increased inventory value, improved campaign performance and unlocked new advertising revenue.

Frequently Asked Questions

What is broadcast addressable advertising?

A technology that enables different households to receive different advertisements within the same broadcast stream.

How is it different from traditional TV advertising?

Traditional TV delivers the same ad to every viewer, while addressable advertising targets specific audience segments or households.

Does it work on broadcast TV?

Yes. The solution enables targeted advertising within traditional broadcast environments.

How does it increase revenue?

It improves CPMs, increases inventory value and reduces wasted impressions.

Can it use existing infrastructure?

Yes. The solution is designed to reuse existing broadcast delivery and advertising systems.

Does it support offline STBs?

Yes. Addressable advertising can be delivered to non-connected devices using local storage and the Irdeto Ad Server.

Is campaign reporting available?

Yes. Operators and advertisers receive real-time impression tracking and campaign performance insights.

How are advertisements selected?

Ads are selected based on audience attributes, campaign criteria and advertiser targeting requirements.

Irdeto Broadcast Addressable Advertising