We review the significant business impacts of advanced TV advertising in different national markets and the unique enabling role for platform operators with targeting. This discussion explores the different ways addressability has been implemented by leading operators, spanning one-way, hybrid and all-IP distribution, client- and server-side decisioning and spot insertion, different demand and inventory models, and the use of legacy STB populations alongside new devices. There is a special look at how broadcast and digital ad stacks, and campaign management, are being converged in practice, with reference to the benefits and challenges.