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Addressable advertising on linear television is edging closer to reality.
AMC Networks is the first company to pilot On Addressability, an addressable advertising initiative founded last June by Comcast Advertising, Cox Media and Charter’s Spectrum Reach.
Addressable TV advertising lets marketers use data to more selectively choose which audience categories their commercials are served to, in a manner similar to how online targeting is performed.
Evan Adlman, svp of advanced advertising and digital partnerships at AMC Networks, foresees addressability and data-driven linear advertising being “a very big part” of this year’s upfront negotiations.
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