LONDON — It’s half a year since three of the biggest US cable TV groups came together to unite TV distributors around addressable targeting technology.
Going in to a new year, one of the technical partners delivering the project says it will pilot the initiative in 2020.
Comcast, Charter Communications and Cox Communications announced On Addressability in June. In September, they invited Canoe, the VOD infrastructure provider, to be the technical implementation arm.
In this video interview with Beet.TV, Chris Pizzurro, Canoe’s head of sales and marketing was asked by Furious Corp CEO Ashley J. Swartz what 2020 holds.
“Our plan is to have two big programmer groups in a pilot to do On Addressability,” he says.
“We want a few different technologies to test and run through the system. For instance, look for one programmer that’s utilising a FreeWheel stack, look for one programmer that’s utilising a Google Ad Manager stack.
(We will) approach this from a multiple-technology point of view and then have those programmers work with a limited number of brands and get them into the fold and then have that play out on linear, on VOD with an addressable target.
(We will) run that all through the system, have the reporting, come back, have the measurement, come back. So we’re trying to take it all in a very calculated way in a pilot so that, from the beginning, we get it right to be able to move it to commercialization very quickly.
