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605, Cross MediaWorks tackle addressable TV with new standard

Cross MediaWorks continues its push to dominate the addressable TV space with a new partnership with Dolan family-backed analytics firm 605. The two companies announced an addressable TV standard which they claim will change the way TV inventory is purchased. And like most other addressable TV launches, the product promises to finally scale addressable TV. eMarketer estimates addressable ad spend made up just 1.7% of total TV ad spend in 2017, and will grow to $2.25 billion by the end of 2018, representing 3% of total TV ad spend. Cross MediaWorks, an umbrella company of ad tech firms playing in the advanced TV space, is parent to two other addressable-focused tech firms: Cadent, an ad tech and data solutions provider;…

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