ViacomCBS and Dish Media partner for first-ever addressable ads within a national broadcast on MVPD STBs 

ViacomCBS and Dish Media have announced a “significant industry breakthrough” with what they claim to be the first-ever addressable impressions within a live national broadcast via MVPD set-top box.

The companies executed addressable ad replacement on a select number of live campaigns across Dish’s 9 million household footprint in certain CBS-owned-and-operated markets across the US.

The activation was powered by Adcuartio and was developed in partnership with ViacomCBS and Dish. It enables broadcast addressability across MVPD households that seamlessly integrates with programmer and distributor infrastructure and signaling processes.

Mike Dean, SVP of Advanced Advertising at ViacomCBS, said: “This breakthrough allows ViacomCBS to deliver the most powerful solution for our advertisers by combining the reach of national broadcast with the targeted relevance of household addressable

“While cable networks have been addressable for years, addressable national broadcast has remained technically unreachable until now, making this a tremendous milestone for the industry and the future of television.”

Dish Media GM of strategy and products Tim Myers said: “Implementing national broadcast enablement is a first for the industry, and a critical achievement in continuing to drive scale for addressable TV advertising.

“As innovators in the premium video ad space, Dish Media identified the need for this inventory to attract larger, national budgets, so we’re thrilled to partner with ViacomCBS, Adcuratio and Invidi to make this a reality for advertisers.”