ViacomCBS, DISH Media and Adcuratio Lead Industry in Delivering First-Ever Addressable Impressions Within a Live National Broadcast
Summary
NEW YORK--(BUSINESS WIRE)--ViacomCBS and DISH Media today announced a significant industry breakthrough by delivering the first-ever addressable impressions within a live national broadcast via MVPD set-top box. Addressable ad replacement was successfully executed on a select number of live campaigns across DISH’s 9MM household footprint in certain CBS-owned-and-operated markets, marking a major technical advancement in broadcast television. “ Our platform and signaling solutions allow broader and faster ecosystem interconnectivity.” ViacomCBS (NASDAQ: VIAC; VIACA) is a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. The company delivers the largest share of the U.S. television audience and boasts one of the industry’s most important and extensive libraries of TV and film titles. Through innovative platforms like addressable and programmatic, viewer measurement tools and access to custom audiences on DISH and SLING TV, advertisers employ strategically positioned, demographically targeted buys that enhance their national media campaigns.