The television advertising company NCC Media is rebranding and rolling out a new suite of addressable ad offerings and capabilities, the company announced Monday.
The firm, which is a joint venture from cable operators Comcast, Charter and Cox, is changing its name to Ampersand. According to a press release, the name is intended “to reflect the company’s mission of unifying the TV advertising ecosystem across all screens, inventory and audiences.”
Behind the name change is a larger shift to its addressable advertising offerings. The company is unifying aggregated viewership data from Charter, Comcast and Cox set-top boxes, which will allow marketers to target audience segments across the entire portfolio. Ampersand is positioning itself as the central location to manage network-enabled addressable across the properties, which will allow network programmers to enable addressable capabilities on their national linear television inventory and their VOD inventory.
Additionally, advertisers will be able to use audience definitions created in OpenAP when buying local advanced inventory, a capability that stemmed from a previously announced partnership with the targeted advertising platform. Through the same partnership, Ampersand is also rolling out a National TV Extension platform to complement network TV buys by helping advertisers target underexposed brand audiences for additional reach and frequency.
“The Ampersand name and the new audience products represent both a nod to our past and our vision for a successful TV future in which the industry rallies around a shared approach for connecting brands to audiences across the entirety of the viewing experience,” said Nicolle Pangis, Ampersand’s CEO, in a statement.
The rebrand and new products follow an initiative from Comcast to encourage opening up more addressable inventory on television, which it announced earlier this summer at Cannes. That initiative, called On Addressability, was spurred in part by a Comcast Advertising-commissioned survey from May that found 92% of advertisers believed greater addressability on television advertising was important to the future of the medium.