NCC Media, the cable industry's national sales representative firm, has struck up a partnership with Dish Network to further the placement of ads in local markets.

The agreement combines ad impressions in over three million Dish subscriber homes with those of NCC owners Comcast, Cox and Time Warner Cable in 25 of the largest markets across the nation.

Bringing Dish into the NCC fold gives all of the parties further reach into local ad markets, as well the use of Dish’s targeted ad system. Specifically, Dish’s targeted ad system will be integrated with existing local market cable advertising platforms, or interconnects, to increase an ad campaign's coverage.

"This partnership with NCC Media is an exciting new chapter, leveraging Dish's market-leading technology for delivering targeted television advertising," said Warren Schlichting, senior vice president, ad sales at Dish. "By gaining access to the country's third largest pay-TV provider's customers, local and national spot TV advertisers can now speak with millions of consumers who were simply not accessible before."

Dish’s targeted technology enables zone-targeted ads to be stored within DVR-enabled set top boxes, allowing for the insertion of ads in local breaks across multiple cable networks. The Dish component of NCC Media’s I+ platform will be operational later this year.

"Our mission has always been to make our medium easier to buy, while reducing complexity for our ad agency partners, " added NCC Media President & CEO Greg Schaefer "This collaboration with Dish was done because it's what the advertising market demanded; to deliver more quality consumer GRP's in cable programming in local markets. And it does, in a big way."

NCC Media has a host of agreements in place with other video providers, including DirecTV, Verizon, Mediacom Communications, Suddenlink, Cablevision and Bright House Networks.