Paramount Global has become the first content maker to join Go Addressable, the trade body formed to push addressable advertising.

Other members of Go Addressable, are Altice USA’s a4 Advertising, Charter’s Spectrum Reach, Comcast Advertising, DirecTV Advertising and Dish Media.

“Go Addressable continues to find new ways to enhance, innovate and drive momentum behind this medium across the TV ad ecosystem,” commented Maribel Becker, Paramount’s VP addressable advertising partnerships.

Go Addressable said it will deploy additional funding to drive awareness and adoption of data-driven addressable advertising.

“Since its inception in 2021, Go Addressable has been instrumental in tracking and shaping the medium’s trajectory, including through launching industry guidelines and keeping a real-time pulse on the industry’s latest adoption, usage of this medium, trends and more,” said Comcast VP and general manager for data and addressable enablement Larry Allen, who serves as Go Addressable’s board chairman.

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Tags: advertsing, altice, paramount