How Addressable TV Drives Real Business ROI

IQVIA Digital’s Justin Rosen reveals how addressable TV and CTV targeting are evolving beyond basic reach to demand high-fidelity data, rigorous privacy compliance, and proven closed-loop measurement.
From identity resolution to the trap of the AI doom loop, discover how top media professionals connect upper-funnel audience quality directly to real-world business results.

Key Highlights

🎯 Basic CTV targeting is now standard; the real edge comes down to data precision, scale, and accuracy.
🔒 Privacy can't be a post-campaign checklist—it has to start upfront with anonymized datasets and double-blind matching.
⚠️ AI speeds up media buying operations, but if your underlying audience data is bad, automation just speeds up your failure.
🤝 Addressable TV pays off quickest for brands sitting on strong first-party data who can directly link ad views to offline conversions.
📊 Outcome measurement is taking over as the true test of ROI, even if traditional panel ratings stay around to settle the bills.
🏛️ Clean rooms make cross-platform tracking possible across walled gardens by analyzing campaign performance without physically moving sensitive consumer data.

Resources & Next Steps

🔗 Justin Rosen on LinkedIn
🎧 Subscribe to Next in Media on Apple Podcasts and Spotify

Chapter Timestamps

00:00 Introduction
2:46 TV targeting becomes standard, while data quality becomes the differentiator
5:28 Shared goals across advertisers: accurate targeting and real outcomes
6:39 Pharmaceutical targeting: privacy compliance as the starting point
8:43 Fierce Pharma discussion: meaningful signals and the link to outcomes
10:56 AI can accelerate workflows, but cannot correct weak data
13:27 Addressable-TV growth depends on first-party data, simplicity, and trust
15:00 Nielsen’s continuing role and the rise of outcome-based measurement
16:35 Holistic cross-platform measurement and publisher transparency
18:06 Data clean rooms enable privacy-safe collaboration across walled gardens
19:50 Identity resolution is a foundational element of marketing accuracy
20:51 Measurement everywhere: flexibility across client identity systems