Go Addressable adds members, training and research ahead of 2026 upfronts

By AI, Created 4:41 PM UTC, May 18, 2026, /AGP/ – Go Addressable said new members, fresh research and expanded education programs point to growing advertiser interest in addressable TV ahead of 2026 TV upfront negotiations. The group is also using a new podcast series and training modules to push broader adoption of deterministic identity and measurement.

Why it matters: - Go Addressable is trying to make addressable TV a bigger part of 2026 ad buying by pairing research, education and industry partnerships. - The push matters because advertisers want more measurable and accountable video spending as upfront negotiations approach. - The group’s latest research shows addressable TV is moving closer to the center of planning discussions.

What happened: - Go Addressable added DoubleVerify, Mastercard, OpenAP, Philo and Veeva Crossix as new supporting members. - Go Addressable published research with Advertiser Perceptions showing 78% of advertisers say addressable TV will play a role in 2026 TV upfront negotiations. - The organization marked the news at its annual TV Upfronts Brunch on May 14 in New York. - The event brought together advertisers, publishers, platforms and technology partners. - Go Addressable also launched new programming tied to education and media outreach.

The details: - Among advertisers who expect addressable TV to factor into their upfront plans, 73% say it will be important or very important to those negotiations. - Advertiser Perceptions conducted the research in April 2026. - The survey included 300 U.S. marketing professionals at agencies and brands. - All respondents were responsible for at least $1 million in yearly ad spend. - Go Addressable said the full report is available here. - The group launched Addressable Master, the second module in its Addressable TV Certification program. - Addressable Master focuses on Cross-Platform Planning and Execution and Strategies for Effective Measurement. - The course is available on Substack at goaddressable.substack.com. - Go Addressable said more than 1,000 media professionals completed the first module, Addressable Essentials. - The third module, Addressable Pro, is planned for 2H 2026. - Go Addressable is also partnering with Next In Media on a five-part podcast series on addressable TV. - The first episode premiered March 31 and is available on Spotify and YouTube. - The first episode featured Next In Media host Mike Shields and Carat North America CEO Mike Law. - A second episode is set to debut in May, with the series continuing through the year.

Between the lines: - The membership additions suggest more companies see addressable TV as strategically important, not just experimental. - The research and training programs point to a market still needing education around planning, measurement and execution. - Go Addressable is framing deterministic identity as the key to making premium video more accountable and easier to buy. - That message aligns with a broader shift toward outcome-driven media buying.

What’s next: - Go Addressable plans to release Addressable Pro in the second half of 2026. - The Next In Media podcast series will roll out additional episodes through the year. - The organization is likely to keep pushing education and industry alignment ahead of more upfront dealmaking.