The Addressable TV Initiative (ATVI) has a mission to create a large, reliable and homogenous footprint for broadcasters delivering addressable advertising in linear TV – harnessing the HbbTV TA specification to ensure the necessary universal compatibility across all TV brands and manufacturers. HbbTV-TA has the power to completely transform broadcast linear TV in Europe, especially free-to-air. Notably, use of HbbTV TA allows broadcasters to retain full control of advertising sales and operations and avoid dependency on platform operators for addressable execution, We hear how ATVI is working with TV manufacturers to help open what it calls a new frontier in broadcast TV. This discussion explores the impact for broadcasters if they can bring digital-like targeting to broadcast signals at mass scale using HbbTV TA and how ATVI makes it safe for broadcasters to tap into the HbbTV-TA opportunity. You will hear about progress so far, the remaining challenges, and how those challenges can be overcome.