Tata Play brings addressable ads to linear television

Tata Play has announced that advertisers can now sharpen the targeting of linear TV ads through filters of geographies and audience profiles.

 

By launching 'addressable ads', Tata Play's advertising technology enables advertisers to selectively segment TV audiences and serve different ads to different households, even while watching the same content. With this, Tata Play is giving broadcast partners an opportunity to offer a more relevant, rewarding, and effective inventory to brands.

 

Harit Nagpal, managing director & 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.”

 

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.