Comcast, the nation’s largest cable operator, is ready to deliver addressable ads on a household level and will rollout the service fully this year. The ads will be the two-minutes that the cable programmers provide MSO’s within each hour.
These are generally local ads. Comcast is not delivering the network-level ads on an addressable basis.
The technology is driven by INVIDI, explains Rob Holmes, VP Advanced Advertising at Comcast Cable, in this interview about addressable advertising and the efforts by Comcast.
In the interview Holmes explains how Comcast works with third-party data providers in a privacy-compliant manner to serve ads of particular relevance to consumers and of high value to advertisers. Regarding the opportunity to deliver addressable advertising into network linear programming, that is quite far off in the development process, he notes.
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