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Comcast dresses up Sky AdSmart as its own, enticing cable rivals

US cable has formed a united front in addressable advertising, with Cox and Charter wasting no time signing up to Comcast’s newly launched On Addressability initiative – attacking the addressable marketplace from the standpoint that it should begin with the content distributors and only that way can it enhance the entire advertising ecosystem. A little arrogant, perhaps, considering Comcast On Addressability is essentially Sky AdSmart in disguise. It came to light earlier this year that Comcast was beginning to adopt AdSmart in the US – at a time when initial commercial deployments of addressable advertising within broadcast have been confined to vertical systems defined by pay TV operators like Sky. There’s a slim chance Comcast will admit to On Addressability…

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