Cable Giants Launch Jointly Owned Ad Unit; Altice Announces New Ad Brand, Too

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NEW YORK – One day after cable giants Comcast, Charter, and Cox announced the launch of a shared advertising unit that will design, deploy, and sell ads across their national footprint, Altice USA, another large cable operator, formalized a new advanced advertising brand called a4.

The new unit announced by Comcast, Charter, and Cox will be part of NCC Media, the advertising and sales company jointly owned by the three firms, and will launch later this year. According to the announcement, it will “use non-personally identifiable data and targeting capabilities to create advanced video advertising products that deliver greater scale, audiences and measurement to meet current and future demands of advertisers.” 

Targeted ad products built by this group are planned to work across linear and on-demand platforms, and the new team will include members of a team for Comcast Media 360, the former national ad sales team for Comcast Spotlight, as well as resources from NCC, Cox, and Charter. 

Altice says a4 will work with local, regional and national advertisers and multichannel video providers. The company contends a4 allows advertisers to build authenticated audience segments using non-personally identifiable data and to activate campaigns across any screen – TV, mobile, tablet, and computer.  

Charles Stewart, CFO of Altice USA, calls a4 “an important milestone to mark our investment in advanced advertising and analytics solutions and formalizes our work over the last year to establish this platform.”