A recent webinar On Addressability, moderated by Jack Myers of MediaVillage, featured several MVPD heavy hitters in the line-up, including Larry Allen, vice president & general manager, addressable enablement, Comcast Advertising; Elizabeth Crotty, executive director, product development & management, Cox Media; and Malia Moran, group vice president, strategic product management, Spectrum Reach. These companies have come together behind the On Addressability initiative, a joint effort around on-going education to buyers, sellers, and programmers on the latest in Addressable TV. The group recently released a downloadable playbook that serves to demystify and provide guidance around the planning, buying, and measurement workflows of Addressable TV.
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