Cox Media began an effort to conduct addressable TV...
Cox Media began an effort to conduct addressable TV advertising trials. It is part of an ongoing strategy “to develop advanced advertising products and new programmatic sales capabilities,” said Cox Communications, the cable operator that owns the Cox Media ad…
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company, in a news release Wednesday (http://bit.ly/1rBhPDe). Cox Media entered an agreement with Invidi Technologies to measure the effectiveness of addressable ads delivered according to specific viewer geographic, demographic and other predetermined qualifiers, said the cable operator. Cox Media will use Invidi’s technology platform “to explore the benefits of serving uniquely tailored advertisements to individual Cox Communications video subscriber households,” it said. “Cox viewers will benefit from this new technology through increased relevance of the advertisements they view."