Discovery has announced it will join the On Addressability initiative, along with other major media organisations and distribution partners Charter’s Spectrum Reach, Comcast Advertising and Cox Media, to unlock addressable advertising capabilities across the organisation’s suite of 18 US networks.
The On Addressability initiative enables Discovery to offer advertisers dynamic ad insertion in both VoD and linear environments delivered to aggregated household audiences across the Charter, Comcast and Cox cable television footprints, consistent with each company’s commitment to privacy.
“Discovery has long been at the forefront of the movement to bring linear addressable advertising to the US ad sales market,” said Keith Kazerman, EVP, Digital Sales, Advanced Advertising and Research, Discovery, Inc. “This initiative is a major milestone and represents a huge step forward in scaling Discovery’s addressable offering.”
“On Addressability is a best-in-class initiative that provides programmers an opportunity to make their networks more impactful with increased data-driven capabilities for targeting and measurement,” said David Kline, Executive Vice President at Charter Communications, and President of Spectrum Reach. “We look forward to working with Discovery and helping to lead the way in scaling their addressable offering and innovative advertising solutions.”
“We’re very excited to have Discovery join On Addressability. When we launched this call to action last year, the focus at the time was working with distributors, such as Charter and Cox, to create the foundation. Now, we’re embarking on the next big chapter, by working with programmers such as Discovery to build out that inventory,” said Gina Mingioni, SVP, Strategy and Operations, Comcast Advertising. “Discovery’s joining is a testament to the scale, support and industry adoption we’ve seen behind On Addressability.”