These box office numbers do not include the cost of production or marketing costs. They also don't count the billions in merchandising that Disney has made over the last...Entertainmentread more
Instagram began tests that hide "like" counts on posts. That means influencers who market products on Instagram will have to rely on different metrics to show success.Technologyread more
Peter Neupert worked for Microsoft and Amazon-backed Drugstore.com, where he got to know Jeff Bezos. He now advises start-ups.Technologyread more
Last week shows that oil prices are not the indicator for Middle East tensions they once were, and worries about global demand and growing U.S. production has changed that...Market Insiderread more
Facebook Vice President David Marcus is the face of the company's Libra digital currency, but the original driving force was a 26-year-old female corporate-development...Technologyread more
The firing of the tear gas was the latest confrontation between police and protesters who have taken to the streets for over a month to fight a proposed extradition bill and...China Politicsread more
Amazon's new policy for account suspensions doesn't go far enough to protect sellers from potentially unfair and wrongful suspensions, merchants say.Technologyread more
There is no end in sight to the Boeing 737 Max grounding after two fatal crashes, prompting airlines to rethink their growth plans.Airlinesread more
After a year of flooding, Midwest farmers face a stifling heat wave that's spreading across the U.S.Weather & Natural Disastersread more
Gluskin Sheff's David Rosenberg is painting a painful picture for stocks as earnings season goes into full gear.Futures Nowread more
Rossello is facing public furor over an obscenity-laced online chat that showed the governor and his close advisers insulting women and mocking constituents, including victims...Politicsread more
U.S. cable provider and CNBC parent Comcast on Tuesday launched a program to further develop an advertising strategy that better targets audiences, as the TV industry looks to lure more advertisers away from digital players like Facebook and Alphabet's Google.
The initiative, called "On Addressability," aims to create standards for addressable advertising, which targets ads to certain households based on their interests. It has so far been done only on a small scale in TV advertising.
Comcast said it will partner with two other cable providers, Charter Communications and Cox Media, the ad division of Cox Communications, to pool what they have learned from offering addressable advertising, help other content distributors do the same, including how to ensure customer data is used in ways that comply with privacy standards.
While TV is still the best way to reach large numbers of people at one time, it has lacked the targeting, data and measurement that digital platforms like Facebook offer advertisers, said Marcien Jenckes, president of advertising for Comcast Cable.
"TV is often looked at as the lowest common denominator medium (in advertising), and unless addressability is achieved at scale, we're going to fall short," he said in an interview.
U.S. wireless carrier AT&T and its advertising unit Xandr have also heavily publicized their efforts in addressable ads. Xandr and Comcast-owned advertising technology company FreeWheel are both part of Project OAR, a consortium of companies that is trying to standardize addressable advertising.
Comcast is open to working with Xandr for the On Addressability initiative, but "our understanding is they want to take a more solo approach," Jenckes said.
A Xandr spokesman declined to comment.
The addressable TV advertising market is expected to hit $3.3 billion by 2020, up from $2 billion in 2018, according to research firm eMarketer. Addressable is still only 3.7% of total TV ad spending.