ViacomCBS, DISH Media & Adcuratio Lead Industry in Delivering First-Ever Addressable Impressions Within a Live National Broad...
2021年1月14日 - 11:00PM
ビジネスワイヤ(英語)
Historic Activation on the CBS Broadcast
Network Marks the First Time Broadcast Inventory is Enabled via
MVPD Set-Top Box
Powered by Adcuratio’s Groundbreaking
Technology to Deliver Relevant Television Commercial Messaging at
the Household Level
ViacomCBS and DISH Media today announced a significant industry
breakthrough by delivering the first-ever addressable impressions
within a live national broadcast via MVPD set-top box. Addressable
ad replacement was successfully executed on a select number of live
campaigns across DISH’s 9MM household footprint in certain
CBS-owned-and-operated markets, marking a major technical
advancement in broadcast television. Adcuratio powered the
activation with its groundbreaking signaling solution, developed in
partnership with ViacomCBS and DISH, which enables broadcast
addressability across MVPD households that seamlessly integrates
with programmer and distributor infrastructure and signaling
processes.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210114005295/en/
“This breakthrough allows ViacomCBS to deliver the most powerful
solution for our advertisers by combining the reach of national
broadcast with the targeted relevance of household addressable,”
said Mike Dean, Senior Vice President of Advanced Advertising at
ViacomCBS. “While cable networks have been addressable for years,
addressable national broadcast has remained technically unreachable
until now, making this a tremendous milestone for the industry and
the future of television.”
“Implementing national broadcast enablement is a first for the
industry, and a critical achievement in continuing to drive scale
for addressable TV advertising,” said Tim Myers, DISH Media GM of
strategy and products. “As innovators in the premium video ad
space, DISH Media identified the need for this inventory to attract
larger, national budgets, so we’re thrilled to partner with
ViacomCBS, Adcuratio and Invidi to make this a reality for
advertisers.”
“Adcuratio is excited to be leading the enablement of national
addressable advertising on both broadcast and cable inventory and
across multiple MVPDs,” said Harish Narasimhan, founder and CEO,
Adcuratio Media. “Our platform and signaling solutions allow
broader and faster ecosystem interconnectivity.”
About ViacomCBS
ViacomCBS (NASDAQ: VIAC; VIACA) is a leading global media and
entertainment company that creates premium content and experiences
for audiences worldwide. Driven by iconic consumer brands, its
portfolio includes CBS, Showtime Networks, Paramount Pictures,
Nickelodeon, MTV, Comedy Central, BET, CBS All Access, Pluto TV and
Simon & Schuster, among others. The company delivers the
largest share of the U.S. television audience and boasts one of the
industry’s most important and extensive libraries of TV and film
titles. In addition to offering innovative streaming services and
digital video products, ViacomCBS provides powerful capabilities in
production, distribution and advertising solutions for partners on
five continents.
For more information about ViacomCBS, please visit
www.viacomcbs.com and follow @ViacomCBS on social platforms.
About DISH Media
DISH Media provides advertisers with intelligent solutions to
efficiently maximize exposure to desired audiences across DISH and
SLING TV. Through innovative platforms like addressable and
programmatic, viewer measurement tools and access to custom
audiences on DISH and SLING TV, advertisers employ strategically
positioned, demographically targeted buys that enhance their
national media campaigns. Visit www.media.dish.com.
About Adcuratio
Adcuratio provides end-to-end tech and workflows to the value
chain across advertiser, agencies, networks and MVPDs through its
three product offerings: Adcuratio’s campaign platform
provides the advertiser an automated self-service suite to design,
execute and optimize campaigns using multiple data providers across
multiple networks and MVPDs. Adcuratio orchestration
platform provides the MVPDs and networks a unification platform
which auto-connects and automates workflows across all Adcuratio’s
partners. Adcuratio enablement SaaS provides each MVPD and
each network at no-capex with the necessary tech innovation
customized to their infrastructure and processes to enable national
addressability without forcing an expensive conversion to a single
technology standard. Please visit www.adcuratio.com
VIAC-IR
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210114005295/en/
Alyssa Bernstein, ViacomCBS Alyssa.Bernstein@viacom.com
Emma Brandeis, DISH Media emma.brandeis@dish.com
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