For decades, television has been a synonym for entertainment and advertising. Then the Internet came and digitalization took the world by storm. For a split second, it seemed as though the box was losing momentum, but it didn’t. Instead, digitalization also found its way to television, opening the door to new interactive content and targeted advertising. This is where we enter the picture. Castoola is a team of experts specialized in targeted TV advertising. Utilizing the widely accepted HbbTV standard, we bring Addressable TV to IPTV, OTT, and DVB-S/T/C in order to provide a new generation of TV advertising solutions. This allows advertisers to segment viewers based on various demographic, geographic, frequential and timeframe factors and deliver personalized ads on top of linear TV. But it’s not just advertisers and agencies who can reap the benefits of Addressable TV. Broadcasters and TV operators can make use of the technology to improve the UX and unlock an entirely new revenue stream. Using programmatic advertising, such automated ad delivery enables higher conversion rates, increases brand awareness, and aids in optimizing the entire campaign execution process to achieve a greater ROI.