Tata Play has announced Addressable Ads for linear television.
Addressable TV advertising technology enables advertisers to selectively segment TV audiences and serve different ads to different households, even if they are watching the same content.
“Brands can sharpen the targeting of their linear TV ads through filters of geographies and audience profiles,” said the company statement.
Tata Play has partnered with Invidi and TAM for this initiative. While Invidi will manage the tech aspect of Addressable ads, TAM will facilitate audience measurement and monitoring.
Harit Nagpal, Managing Director and CEO, Tata Play, said, “While Television delivers the highest advertising reach for brands, it doesn’t offer sharper targeting. With our targeted ad delivery, we can now split a TV spot into multiple beams with each beam carrying messages to distinctive audience cohorts, as required by the advertisers.”