It’s being heralded as “a significant industry breakthrough” by ViacomCBS and DISH Media.
They’ve successfully delivered the first-ever addressable impressions within a live national broadcast via MVPD set-top box.
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Addressable ad replacement was successfully executed on a select number of live campaigns across DISH’s 9MM household footprint in certain CBS-owned-and-operated markets.
Adcuratio powered the activation with its signaling solution, developed in partnership with ViacomCBS and DISH. This, the companies explain, enables broadcast addressability across MVPD households “that seamlessly integrates with programmer and distributor infrastructure and signaling processes.”
ViacomCBS SVP/Advanced Advertising Mike Dean further explains that it combines the reach of national broadcast with the targeted relevance of household addressable. “While cable networks have been addressable for years, addressable national broadcast has remained technically unreachable until now, making this a tremendous milestone for the industry and the future of television,” he says.
Tim Myers, GM of Strategy and Products at DISH Media, adds, “Implementing national broadcast enablement is a first for the industry, and a critical achievement in continuing to drive scale for addressable TV advertising.”
