The consortium includes major TV networks like Comcast Corp’s NBCUniversal and CBS Corp, as well as advertising technology companies like AT&T Inc’s Xandr.
Addressable advertising, or targeting viewers on the household level based on their interests, has long been the goal of TV marketers. But TVs lack cookies that internet browsers use to allow ads to follow people around the web. And TV manufacturers have so far used different technology and standards to enable addressable advertising, hindering the industry’s growth, said Jodie McAfee, senior vice president of sales and marketing at Inscape, a subsidiary of Vizio.
“It creates a level of complication for (TV networks), and scale is critical,” he said in an interview.
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