A+E Networks has partnered with Adcuratio and Dish Media to offer advertisers the ability to deliver multiple versions of national ads tailored to distinct audiences at the household level, within specific MVPDs’ footprints.
A+E’s Lifetime, History, A&E and other channels will be able to deliver the tailored ad versions to Dish satellite’s 9.5 million subscriber households.
The “milestone” partnership “continues the transformation of live linear TV from the upper-funnel heavyweight it has always been into a full-funnel champion, helping our partners better plan, effectively execute, and more accurately measure ROI,” said A+E Networks Executive Vice President Peter Olsen.
A+E will be the first to use Adcuratio’s National Custom Messaging (NCM) platform to enable the targeted linear ad delivery. It will make some ad inventory available as of January, and expand the offerings later in the first quarter.
Dish Media Senior Vice President Kevin Arrix noted that Dish’s addressable advertising capabilities will help bring scale to the NCM product.
Adcuratio is also working with two major network groups to enable targeted messaging for their cable TV assets during 2020’s first half, reports Adcuratio Media founder/CEO Harish Narasimhan. “Adcuratio’s mission is to introduce innovative digital advertising capabilities to linear TV,” he said.
Adcuratio’s platforms are integrated with Invidi Technologies’ addressable television technology to enable versioning in Invidi-enabled households.