Working with Invidi Technologies, Cox Media has started addressable advertising trials that target viewers by their geographic locations.
The two companies said they have entered into an “exploratory agreement” to measure the effectiveness of addressable advertising delivered according to specific viewer geographic, demographic, and other pre-determined viewer qualifiers.
"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. "The ability to create specifically defined and measureable ad impressions is valuable to both video consumers and those who buy ads in Cox markets."
Targeted ads provide meaningful metrics on commercial assets to advertisers while viewers receive ads that are more relevant to their buying preferences.
"We are very proud to have Cox join our existing distributors, in bringing television addressability to U.S. households and believe that Cox will find addressability especially valuable in their innovative work with national and programmatic ad buyers," said Dave Downey, Invidi’s president and CEO. "We salute Cox for their foresight and willingness to participate in the future of television advertising."
Invidi struck a similar arrangement with Cogeco last month. Other Invidi addressable advertising customers include Comcast, Verizon, DirecTV and Dish Network.