Comcast Cable is rebranding its Spotlight advertising sales unit as Effectv.

The company advises the name should be pronounced “e-FEC-tiv” as the company shifts its emphasis from traditional spot sales to data-driven and addressable advanced advertising.

Effectv unveiled two new products; one helps advertisers plan campaigns aimed at specific audiences, the other is designed to deliver messages that are addressable at the household level within linear programming.

“As we evolve to a more data-driven future, the work that Effectv is doing will make television a more effective, accountable medium for advertisers,” said Comcast.

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