• by Joe Mandese  @mp_joemandese, Yesterday

As part of a push promoting the burgeoning addressable TV advertising marketplace during this year's upfront pitch season, namesake trade association Go Addressable this morning announced six new members -- Adobe, Ampersand, Basis Technologies, Hearst Television, Invidi Technologies and iSpot -- and unveiled a scientific-sounding "Addressable Table of Elements" developed by consultant and blogger Evan Shapiro to reframe how the ad industry thinks about the medium.

"The table shows you all of the players, platforms, elements and variables that make up addressable advertising," Shapiro writes in this morning's edition of his Substack newsletter," adding: "For the most part, the table is entirely agnostic towards the providers charted. The one exception: The quality of the data offered by those providing the inventory. If you want to know that your marketing money is not being wasted, look to where the scale is greenest - and most deterministic. The further down that scale you go, the more harshly the table blinks yellow - the less reliable and transparent the data and results will be in return."

While the table lacks any actual scientific principles, it is intended to serve as a visual, organizing principle similar to the many charts of the "media universe" Shapiro is known for publishing.

Both announcements come as the Go Addressable trade association hosts its annual upfront brunch in New York City this morning, which is based on the theme: "Optimizing The Media Waterfall."

The "waterfall" is a concept that evolved out of digital media-buying in which demand gets filled first among the most premium sources of inventory, but then spills over to lower-demand sources -- often programmatic -- until the inventory is sold.