On Addressability, the initiative launched in June 2019 by Comcast Advertising, Cox Media and Charter Communications’ Spectrum, has released a multipart guide intended to help drive scalability and adoption of addressable advertising.
The downloadable “playbook,” hosted on the group’s site, lays out how addressable works, including terminology/definitions, and includes a step-by-step technical launch guide for programmers and distributors, as well as buyers’ and sellers’ guides.
The guide incorporates shared learnings and suggested best practices, including use of aggregated data, targeting, and measurement and attribution.
“The interest in data-driven, audience-based TV advertising strategies from both media buyers and TV sellers has never been stronger, and we face a set of common challenges to realize our full potential,” said Louis Gump, senior vice president, Cox Media.
“The fastest way to clear these hurdles is to work together as an industry to determine best practices, improve processes, and share strategies for success. On Addressability is helping the industry move toward these goals, and the playbook is one tangible example of these efforts.”
advertisement
advertisement
"industry" - Google News
September 14, 2020 at 07:39PM
https://ift.tt/32tkfO9
On Addressability Releases Industry 'Playbook' 09/14/2020 - MediaPost Communications
"industry" - Google News
https://ift.tt/2RrQtUH
https://ift.tt/2zJ3SAW
Bagikan Berita Ini
0 Response to "On Addressability Releases Industry 'Playbook' 09/14/2020 - MediaPost Communications"
Post a Comment