Scott Worthem

National broadcasters increasingly will make more of their advertising inventory addressable, giving marketers a way to show different commercials to different households during the same programming. Instead of being limited to two minutes an hour among multichannel video programming distributors (MVPDs), addressable advertising will become a bigger part of the 14 minutes an hour that […]

SANTA BARBARA — Addressable TV advertising technology has the capability to help advertisers target customized TV ads at individual households based on known data characteristics. But TV networks give cable and satellite platforms the ability to sell just two minutes per hour of advertising in their live feeds of network programming. So how is addressable […]