• by Wayne Friedman , April 5, 2018

A day after three major cable companies announced the debut of a shared advanced advertising group, Altice USA -- another large cable operator -- says it is formalizing a new advanced advertising brand, called a4.

Altice says the new advanced advertising integrated brand is intended to work with local, regional and national advertisers and multichannel video providers.

For some years now, Altice has been working on addressable advertising campaigns -- claiming to be the first pay TV provider to offer addressable advertising in the New York DMA.

In recent years, the company acquired Audience Partners, a provider of privacy-compliant, authenticated IP addressability technology, and Placemedia, a supply-side programmatic ad solutions for national linear, addressable, OTT and on-demand TV.

Some of the new integrated brand's focus will be to help advertisers build their authenticated audience segments using non-personally identifiable data; provide intelligent planning and optimization; allow multiscreen activation of campaigns across more than 90 million U.S. homes.

In addition, it will provide advanced measurement and data analysis, including combined reach and frequency by audience and screen exposure.

Altice USA has just under 5 million residential and business customers across 21 states.

On Wednesday, three of the country’s largest cable providers — Comcast, Charter Communications and Cox Communications — announced a new shared advanced advertising group to sell ads across their national footprint. The new unit will be part of NCC Media, the advertising and sales company jointly owned by the cable companies.