Comcast addressable play renamed Effectv
November 5, 2019
Comcast Cable is rebranding its Spotlight advertising sales unit as Effectv.
The company advises the name should be pronounced “e-FEC-tiv” as the company shifts its emphasis from traditional spot sales to data-driven and addressable advanced advertising.
Effectv unveiled two new products; one helps advertisers plan campaigns aimed at specific audiences, the other is designed to deliver messages that are addressable at the household level within linear programming.
“As we evolve to a more data-driven future, the work that Effectv is doing will make television a more effective, accountable medium for advertisers,” said Comcast.