CTV offers great advertising opportunities but is a fragmented world where a brand or publisher needs to interact with 10-12 different technology and commercial silos to bring addressable ads to viewers. Vincent Grivet will argue that HbbTV can help overcome that fragmentation across a footprint of 100 million reachable homes in Europe and another 30+ million in MENA. HbbTV can support unification of audience measurement, analytics and addressable advertising in various formats, from the ‘basic’ L-shape overlay to frame-accurate ad replacement enabled by HbbTV-TA. This discussion explores the benefits for all stakeholders when harnessing HbbTV-enabled addressable CTV advertising.