Altice aligns with Comcast-owned Ampersand on addressable

Altice USA—which runs the Optimum and Suddenlink pay TV brands—has picked Ampersand, an ad tech firm co-owned by Comcast, Charter and Cox, as its exclusive addressable ad sales partner.

As part of the deal, Ampersand will integrate aggregated set-top box data insights from two million Altice households into its AND Platform for both local and national addressable TV planning, buying and measurement. AND, which launched in early 2020, said it provides marketers with reach across 80 million households—52 million of which are addressable, accounting for more than 70% of all U.S. addressable households.

The AND Platform is a buy-side TV platform that combines campaign planning and measurement and supports both local and national TV marketing strategies. The platform relies on aggregated data from set-top boxes in nearly 42 million households.

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"We launched the AND Platform in 2020 to transform how both local and national advertisers reach audiences through better targeting, simplified buying, and more sophisticated and accurate measurement, enabling brands to optimize their multiscreen TV campaigns in a more unified and effective manner," said Ampersand CEO Nicolle Pangis in a statement. "The expansion of our partnership with Altice is a meaningful step in our ongoing journey to evolve the multiscreen TV industry and become a true Total TV Company. It is now truly all about being audience-first with scale of inventory, insights and superior measurement."

"Efficiency and effectiveness have been on advertisers' wish lists since the advent of the digital age, and our partnership with Ampersand allows us to continue expanding our products to support those needs" said Kevin O'Reilly, senior vice president of product, data and optimization at Altice, in a statement. "Enabling targeting plus campaign management for linear and streaming media while maintaining data security check all of the boxes that clients want and need to support growth for their business."