• September 8, 2003

Comcast Ad Sales and Los Angeles interconnect Adlink have signed an agreement to use Adtag and Adcopy targeting technologies, the companies said Monday. Comcast, which serves 71 of the nation's 210 DMAs and 22 of the top 25 television markets, will begin offering the products to advertisers this fall in Chicago and Detroit with a national rollout planned for early next year. Adtag and Adcopy are now in use in Los Angeles and New York, providing advertisers customized targeting and segmentation capabilities that allow them to break up a market geographically, demographically or psychographically so they can deliver the right messages to the right audiences. "Comcast's national footprint advances the strength of the Adlink products," said Hank Oster, senior vice president, managing director of sales for Comcast Ad Sales. "The addition of these two highly successful offerings reinforces Comcast's commitment to extending the targeting advantage of cable and changing the way advertisers buy and use cable television to market their products and services to consumers." Adtag allows advertisers to run the same commercial throughout a DMA, but tag the commercial with individual dealer, franchise or store names that are specific to geographic locations within the market. Adcopy enables advertisers to run, simultaneously, different commercials within specified subsections of a market. This allows targeting of cable viewers based on demographic or psychographic characteristics found in aggregate data for people residing within these areas .