Cox Media, the advertising division of Cox Communications – the third-largest US cable TV company – has announced the commencement of new addressable advertising trials as part of an ongoing strategy to develop advanced advertising products and new programmatic sales capabilities.

Cox Media and INVIDI Technologies Corporation are engaged in an exploratory agreement to measure the effectiveness of addressable advertising delivered according to specific viewer geographic, demographic, and other pre-determined viewer qualifiers. This revolutionary form of television advertising is efficient, measurable and accountable to the advertiser while providing precise measurement of reach, frequency and precise control of commercial assets.

“Addressability creates a new class of premium television advertising inventory, which is why Cox Media is committed to bringing it to market as another tool for our clients to connect consumers to the products they care about,” said Mike Zeigler, vice president of Cox Media operations and business development. “The ability to create specifically defined and measureable ad impressions is valuable to both video consumers and those who buy ads in Cox markets.”

Cox Media will use INVIDI’s technology platform to explore the benefits of serving uniquely tailored advertisements to individual Cox Communications video subscriber households. Cox viewers will benefit from this new technology through increased relevance of the advertisements they view.

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