The measurement of Addressable TV is based on our proprietary AudienceGraph. The AudienceGraph ties devices in households to their shared IP address. This enables us to connect an impression on an IP address to panelists without reading cookies, which allows us to determine whether a person in a household has been exposed to a campaign without necessarily having a cookie on the person.
Unlike most computers and mobiles, addressable TV devices tend to be used by multiple persons in a household and don’t provide us with a cookie or mobile advertiser ID that we can link to a single person. As a result, enabling this feature will provide insights on a household level, not on an individual level, and may, therefore, result in numbers that are less accurate.