Go Addressable, a new eight-company consortium, plans to simplify and scale addressable TV advertising. Among the consortium members are Comcast, Charter Communications, Altice USA, Dish Media and smart TV manufacturer Vizio. Comcast Advertising vice president and general manager Larry Allen reported that advertisers are currently faced with putting together a schedule from various streaming services, smart TV makers, cable operators and even programmers. He said that, “the buyers need a solution to their fragmentation problem.” Continue reading New Consortium Aims to Improve Addressable TV Ad Market

A consortium of television networks teamed up to create a technology standard for targeted advertising. Project OAR (Open Addressable Ready)’s watermark technology makes it easier to send specific ads to consumers with smart TVs. The consortium expects to complete its work by 2020. Such collaborative ventures are atypical for the highly competitive TV market. Currently, TV networks depend on cable and satellite operators to send targeted ads, and this technology will help networks control part of the process for smart TVs. Continue reading TV Networks Partner on Technology to Deliver Targeted Ads