Broadcast advertising is undergoing a major transformation, with broadcasters increasingly turning linear content into addressable, programmatic-ready inventory that can command premium pricing. This session will explore how to extend VOD-style targeting to linear channels, replace underperforming inventory with higher-value impressions, and attract digital budgets through scalable, data-driven solutions. Attendees will gain insight into how addressable-ready solutions leverage first-party data, preserve monetisation control, and scale effectively across unified broadcast environments. The discussion will provide practical strategies to future-proof advertising models and successfully bridge the gap between traditional broadcast and digital advertising.