Fox has tapped Comcast’s FreeWheel to enable programmatic trading of addressable VoD inventory on Xfinity set tops, in what is said to be an industry first. Advertisers will be able to run household-level addressable campaigns on any Fox on-demand content viewed within Comcast’s Xfinity footprint. This means that Fox can get its teeth into targeted advertising across its extensive on-demand inventory. It is unclear whether this will be expanded to operators outside of Comcast’s footprint, but if FreeWheel expands this offering to other operators and broadcasters, it will be providing a temporary shield against the expected diminishing value of pay TV ad revenues. Fox notes in the press release that VoD is making up an increasing portion of the total…