• by Alex Weprin , April 5, 2018

Altice USA, the New York-based cable and broadband provider, is launching an advanced advertising and data business, which it is calling “a4.”

A4 will provide “audience-based, multiscreen advertising solutions to local, regional and national advertisers and MVPD partners,” according to the company.

Altice says that a4 comes after several years of investments in the space.

The company acquired addressability tech provider Audience Partners and the supply-side programmatic ad company Place Media last year. Technology and resources from both of those acquisitions are being used in a4.

A4 will offer advertising clients authenticated audiences across screens (including TV, mobile and computers) using non-personally identifiable data.

The launch of a4 comes one day after Comcast, Charter and Cox announced the launch of their new advanced advertising sales business unit, which will be part of NCC Media.