• Multichannel News, Tuesday, October 7, 2008 9:30 AM

In November, Comcast will kick off a six-month trial of a targeted-ad system with 70,000 digital-cable households in the Baltimore area. Comcast will run addressable ads on eight cable networks in the available local pods. The ads in the test will represent 2% of the total ad airtime.

Comcast plans to deliver the targeted ads based on demographics and advertiser segments, but not on personally identifiable information or viewing behavior. The cable operator is notifying chosen customers on Wednesday and will allow any subscribers to opt out by mail, telephone or the Web.

Starcom MediaVest Group is collaborating with Comcast to line up advertisers and plan the advertising strategy. SMG and Comcast Spotlight previously worked together in an addressable-advertising trial in Huntsville, Ala.

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