From A for AGF Videoforschung to Z for zapping, the most important technical terms in video research are explained here.

Addressable TV

Addressable TV (ATV) combines linear TV & digital advertising. The prerequisite for ATV is that the TV set is "addressable", i.e. if it is HbbTV-capable and connected to the internet. This allows targeted advertising to be broadcast digitally on these devices. Known forms of advertising here are SwitchIns and Addressable Spots. Addressable TV now also takes place in the live TV context on other end devices.

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