• by Karlene Lukovitz  @KLmarketdaily, July 31, 2020

Discovery, Inc. is joining the On Addressability initiative to enable addressable advertising capabilities across its 18 U.S. networks.

Through its participation, Discovery will be able to offer dynamic ad insertion on linear TV and in VOD delivered to aggregated household audiences across the cable television footprints of Charter, Comcast and Cox, the initiative’s founders.

Launched in 2019, On Addressability works to advance addressability on linear and set-top box VOD by devising solutions for technical, measurement and other challenges and establishing best practices and standards. Canoe Ventures provides technical support.  

The On Addressability agreement “represents a huge step forward in scaling Discovery’s addressable offering,” Keith Kazerman, executive vice president, digital sales, advanced advertising and research for Discovery, Inc., said in the announcement, noting that Discovery has been a leader in helping to expand adoption of addressable advertising in the U.S.