Satellite TV operator DirecTV and cable TV ad rep firm NCC Media just announced a deal that will provide "one-stop access to locally place ads on a wide selection of networks" received by DirecTV's
subscribers. The companies claim that the deal is the first to bring DirecTV's inventory to the spot advertising market, and offering marketers the ability to serve addressable ads. The ads, stored
within DVR enabled set-top boxes, will be inserted into local breaks across multiple cable networks.
The companies said the system is being tested now, and will be "operational" in the second
half of 2011.