ViacomCBS and Dish Media say they’ve achieved a first by delivering addressable impressions within a live national broadcast via MVPD set-top boxes.
Addressable ad replacement has been successfully executed on a select number of live campaigns across Dish’s 9 million households in some CBS-owned-and-operated markets, according to the companies.
“While cable networks have been addressable for years, addressable national broadcast has remained technically unreachable until now,” said Mike Dean, senior vice president of advanced advertising at ViacomCBS, in making the announcement.
Live broadcast addressable will allow ViacomCBS to "deliver the most powerful solution for our advertisers by combining the reach of national broadcast with the targeted relevance of household addressable," Dean said.
Adcuratio powered the activation with a signaling solution developed in partnership with ViacomCBS and Dish.
The solution enables broadcast addressability across MVPD households that “seamlessly integrates with programmer and distributor infrastructure and signaling processes,” say the companies.