For years, addressable advertising has been one of broadcast television's biggest "what ifs." The technology existed, but the economics, infrastructure and industry relationships never quite aligned.

That may finally be changing.

On this episode of In the Vicinity, Tim Hanlon sits down with Hearst Television's VP of Distribution John Robertson and Viamedia President & Chief Strategy Officer Evan Rutchik to discuss a partnership that could reshape local broadcast advertising. Together, they explain how broadcasters can now deliver household-level targeted advertising within MVPD streaming environments, why this creates new revenue opportunities without disrupting existing business models, and what it will take to scale addressable broadcast across the industry.