Cox Eyes Addressable Ad Trials
Cox Media has a new targeted advertising plan in the works.
The advertising division of Cox Communications Inc. is about to begin trials with Invidi Technologies Corp. to deliver addressable ads into live linear television. A spokesperson confirmed that the trials are for linear TV only, and are not related to the operator's work with Canoe Ventures LLC to implement dynamic ad insertion (DAI) across its video-on-demand platform.
"Addressability creates a new class of premium television advertising inventory, which is why Cox Media is committed to bringing it to market as another tool for our clients to connect consumers to the products they care about," said Mike Zeigler, vice president of Cox Media operations and business development.
Invidi's technology works at the set-top level and uses demographic data to target individual households with relevant advertising. Comcast Corp. (Nasdaq: CMCSA, CMCSK) also started a trial with Invidi last year and is expected to go live with the new system in 2014. Additional customers include DirecTV, Dish, and Verizon.
Last fall, FierceCable reported that Cablevision would also test Invidi's solution as part of a settlement in a case that had Invidi suing the MSO for patent infringement. (See Comcast Preps Ad Targeting Trial.)
Cox, which currently serves more than 20 markets with advertising solutions across the US, is also a founding member of Canoe Ventures along with Comcast, Time Warner Cable Inc. (NYSE: TWC), and Bright House Networks . Canoe has slimmed down its advanced advertising ambitions in recent years and today is only focused on dynamic ad insertion for VoD.
— Mari Silbey, special to Light Reading