Comcast Spotlight, Starcom Expand Addressable Advertising Trial To Baltimore

摘要

Comcast Spotlight, the advertising sales arm of Comcast Cable, and media agency Starcom MediaVest Group (SMG) are expanding their addressable advertising agreement by launching a new trial this summer in Baltimore.rnComcast Spotlight will use technology from Invidi, called Advatar, to deliver addressable ads in the Baltimore area. Comcast Spotlight said that SMG will continue to be their media agency partner for one year and will "play a centralrnrole in the Baltimore area trial." The first technical trial between the two companies started in December 2006 in Huntsville, Ala. In that trial, Comcastrndelivered ads across eight cable networks that were addressed to different, anonymous groups of households based on general characteristics that were selected by the participating advertisers.