From an addressable advertising standpoint, Comcast sees growth opportunity in linear television. The company’s investments in video ad server FreeWheel and addressable ad platform Visible World were spurred by exploration of advanced ads both on the buy and sell side. “We believe the real opportunity in the linear space is to do the things that digital does so well – measurement and targeting,” added Mike Cavanagh, CFO of Comcast.
Source: Comcast Eyes More Advanced Ad Targeting As Q4 Brings Video, Cable Subscription Growth | AdExchanger