AT&T AdWorks reported yesterday that it plans to host the advertising industry’s first “addressable upfronts” beginning in April. “These events will highlight our linear addressable TV and recently announced cross-screen addressable capabilities. Attendees will gain insight into addressable advertising best practices based on our learnings from hundreds of addressable campaigns run through AT&T AdWorks,” the company says in a statement.

“Our addressable advertising offer maximizes the return on ad spending by matching the right ad with the right household and audience. It’s a more meaningful way of doing advertising. We wanted to apply that same strategy to our upfront events,” Jason Brown, VP of national advertising sales at AT&T AdWorks says.

AT&T AdWorks reports that upfront attendees will learn more about addressable practices by vertical, advanced targeting methodologies, and ROI strategies with an addressable TV buy. New York City events are slated for the AT&T AdWorks Lab, and AT&T AdWorks “Lab-to-Go” will provide info outside of NYC.