US Operators are “Most Advanced Globally” for Addressable TV
August 14, 2018, Video Ad News
By Tim Cross
“The growth of addressable TV advertising in the US has been driven largely by telcos like Comcast, AT&T and Verizon, who have developed addressable solutions which run via their set-top boxes (STBs). Initially the inventory available via STBs has been limited, but Comcast’s purchase of NBCUniversal and AT&T’s recent Time Warner merger has opened up new pools of addressable inventory.
With US operators having largely overcome the initial challenges of scaling which still hold back addressable solutions in other markets, VAN spoke to Thomas Bremond, general manager of Comcast’s video ad tech business FreeWheel, about why the US is scaling so much more quickly.”