Comcast might as well name its ad tech business Complex if the cable TV operator plans to continue chopping and changing at the current rate. Comcast’s latest ad decision saw the Spotlight cable advertising unit rebranded as Effectv to stress its new-look addressable approach, while timing the makeover to reveal two new products. Despite being something of a pioneer itself, this latest advertising evolution is again leaning on the AdSmart technology inherited via Sky which has come to prominence as the world’s bar-setting addressable platform. But far from Comcast’s attempts at knocking the bigger half of the online ad duopoly down a peg or two a few weeks ago, the company’s Effectv push is working much closer to home. The…