Discovery Inc. has become the second media company to join On Addressability, the addressable advertising consortium founded last June by Comcast Advertising, Cox Media and Charter’s Spectrum Reach.
The network already participates in Project OAR and Nielsen’s addressable beta program, which both cover smart TVs. Joining On Addressability now lets Discovery sell addressable ads for its linear and on-demand inventory across the three distributors’ set-top box footprint of more than 30 million homes.
Keith Kazerman, evp of digital sales, advanced advertising and research at Discovery, said having multiple distribution partners is critical, since it offers advertisers more scale.
“They’re all distribution platforms and having the ability to work with as many as possible will benefit agencies and clients,” he said.
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