SANTA BARBARA — Addressable TV advertising technology has the capability to help advertisers target customized TV ads at individual households based on known data characteristics.

But TV networks give cable and satellite platforms the ability to sell just two minutes per hour of advertising in their live feeds of network programming.

So how is addressable going to get greater scale?

In this video interview with Beet.TV, Comscore strategic partnerships SVP Scott Wortherm says he is trying to push two ways of doing so.

The digital measurement group previously merged with TV viewer measurer Rentrak to offer a combined and cross-channel measurement solution.

In August, AT&T’s ad-tech group Xandr picked comScore to measure viewing of addressable ads across its live linear platforms, extending the existing deal through which comScore did so for DirecTV to also encompass Altice USA and Frontier.

1. Combining forces

“About a month ago, Xandr and comScore announced an expansion of their relationship to measure addressable advertising,” comScore’s Worthem says.

“We help them measure addressable advertising in their consortium. That’s one way we can grow the two minutes an hour, by combining forces.”

2. Every spot rated

“In every ad that is addressable, not every viewer is actually targeted and sent the message. Because of the business model and how we measure data with 30 million households, we’re able to create a rating holistically, both for the addressable portion of one ad spot, and the portion of that ad spot that was not addressable.

“We can actually help measure what was addressed, and then if it’s a national ad, everything that was not.”

This video is from a series leading up to, and covering, the Xandr Relevance Conference in Santa Barbara.  This Beet.TV series is sponsored by Xandr.   Please visit this page to find more videos from the series.