Addressable TV continues to heat up as a topic. It's exceptional media, but continues to be a small fraction of TV by spend. EMarketer says addressable TV was 1.3% of TV spending last year, but another e-Marketer article says 30 to 50 million households are addressable. That's a disconnect. The big reason for that disconnect is that addressable boxes show mostly linear TV. Ads inserted at the network level don't benefit from addressability, and don't count as addressable ad spend, even though they are showing on an addressable box.