In a significant step forward for addressability, Dish Media has partnered with ViacomCBS to deliver addressable advertising impressions within a live national broadcast via a set top – in this case those of Dish Media parent company Dish Network. If rolled out nationwide, the technology would bring new value to an increasingly fruitless medium, and – perhaps more significantly – Faultline imagines that pre-existing advertising partner Comcast is involved in this new initiative, given that the Dish Media division has used FreeWheel in the past to optimize ad campaigns across addressable linear TV and demographic-based audiences. ViacomCBS can now load its broadcast with markers, developed by ad tech vendor Adcuratio, allowing Dish set tops to replace broadcast ads with pre-downloaded…