Five years ago this week… Comcast saw cable rivals Cox and Charter join its On Addressability initiative, attacking the addressable marketplace from the standpoint that it should begin with the content distributors—framed as the only way to enhance the entire advertising ecosystem. Faultline found that a little arrogant, considering that On Addressability was essentially Sky AdSmart in disguise. Comcast had previously integrated AdSmart assets with NBCUniversal’s Audience Studio, aiming to provide better international reach and measurement for brands, forming an advertising monster feasting on data from 50 million set tops. That data was then fed into an AI-powered contextual media planning tool for TV. Just 35% of content publishers would use 5 or more CDNs for a large-scale live event, down from 57% in 2022. However, this spikes sharply to 81% of content…