Linear addressable TV promises the ability to target audiences at the household level, comparable to streaming.
But addressable TV also has a bunch of kinks to work out before buyers can take full advantage.
Scale is limited, attribution remains a challenge and planning is typically a “painstakingly manual” process that can take multiple days, said Ari Turner, SVP of sales operations at Ampersand, a TV ad sales consortium co-owned by Comcast, Charter and Cox.
On Wednesday, Ampersand announced a new function within the AND platform, its DSP, to automate addressable campaign planning and reporting so buyers can reach their audiences across Ampersand’s distribution footprint quicker and more accurately.
Ampersand reaches 65 million addressable homes in the US across five cable operators, including its co-owners (Comcast, Charter and Cox) as well as Altice and Verizon.
Being…
