U.S. cable provider Comcast Corp on Tuesday launched a program to further develo...
- U.S. cable provider Comcast Corp on Tuesday launched a program to further develop an advertising strategy that better targets audiences, as the TV industry looks to lure more advertisers away from digital players like Facebook Inc and Alphabet Inc’s Google.
The initiative, called “On Addressability,” aims to create standards for addressable advertising, which targets ads to certain households based on their interests. It has so far been done only on a small scale in TV advertising. While TV is still the best way to reach large numbers of people at one time, it has lacked the targeting, data and measurement that digital platforms like Facebook offer advertisers, said Marcien Jenckes, president of advertising for Comcast Cable.
Comcast has worked with TV networks Fox, Viacom and A+E, as well as NBCUniversal in the past to develop addressable advertising, Jenckes said. He declined to name current programmers the company will work with.
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