Addressable Advertising Adoption Accelerates in Upfront Buys: Comcasts Allen Beet.TV [Video]

The adoption of addressable advertising is accelerating, with 65% of advertisers including it in their upfront negotiations this year, according to Larry Allen, VP & GM of Addressable Enablement at Comcast Advertising. Of those who have not yet used addressable advertising, two-thirds intend to do so in next year’s upfront.

Allen attributes this growth to the education and organization efforts of Go Addressable, a trade organization formed a year ago to focus on educating the buy-side about the benefits of addressability, helping to scale its adoption, and simplifying the workflow.

“The implication is that the organization and the education we’re doing is working. We’re actually progressing year over year in driving adoption and getting people to really lean in to the benefits of addressable,” said Allen in this video interview with Beet.TV.

Addressable advertising leverages durable household identity paired with authenticated inventory to reach audiences at scale, Allen explained. This …