MAM
US ad agencies, MSOs explore possibilities in addressable advertising
NEW YORK: In the US, four major ad agencies and at least one automaker are exploring the possibilities of addressable advertising. They have been mandated by major clients and different constituents of the cable trade.
A US based firm has launched a new technology for multi-system operators (MSOs) with an intention of wooing them with the digital-into-digital insertion technology. SeaChange International Inc. is already entrenched in the digital ad-insertion market and believes that future forms of advertising — like addressable, interactive and video-on-demand spots — will become significant revenue streams for cable operators.
According to a release, the ability to insert ads digitally into digital-tier streams — a.k.a. Digital Program Insertion or, as SeaChange dubs, it “Transport Streams Insertion” (TSI) — was scheduled to be a main topic at the Cabletelevision Advertising Bureau’s Sales Conference in Chicago on Sunday, 18 May 2003.
The company has claimed that MSOs and cable operators in 20 top US markets have deployed that equipment, including Adlink in Los Angeles. SeaChange will promote the availability of “smaller, lighter, cheaper” digital-streams technology.
SeaChange vice president and general manager of broadband systems James Kelso was quoted as saying that the vendor will also talk up its Digital Transcoder software for third-quarter availability, although it’s already being used by Time Warner Cable in Houston and San Antonio, Texas.
That software, an enhancement of the company’s existing analog-insertion platforms, allows operators to reformat commercials, programs and movies for digital channels, as well as for VOD and HDTV. Several MSOs continue to experiment with addressable, ITV and VOD advertising, as well as with digital-streams insertion.
MAM
Kartik Vishwanathan returns to WPP Media as VP – investments
14-year Mindshare veteran takes special assignment role from February 2026.
MUMBAI: Kartik Vishwanathan has made a sharp return on investment rejoining WPP Media, the very organisation that shaped a big chunk of his professional journey. The seasoned media executive has been appointed vice president for investments (Special Assignment) at WPP Media, effective February 2026. He will contribute to both regional and global priorities in this strategic mandate.
With over 14 years and 7 months at Mindshare, Vishwanathan brings deep expertise across investment strategy, strategic initiatives, and integration. His most recent role was Head of Investment Strategy – Mindshare China (Dec 2019–Oct 2023) in Shanghai, following his stint as Head – Strategic Initiatives and Integration – Mindshare India (Jun 2018–Nov 2019). Earlier, he served as Principal Partner at The Exchange in Mumbai (Jan 2016–Jun 2018).
Before Mindshare, he held short-term roles as Process Manager – Pricing Analytics at eClerx and Project Manager at Fractal Analytics in Mumbai.
Vishwanathan holds an Executive Programme in Business Management from Indian Institute of Management Calcutta (May 2007–Apr 2008) and a Post Graduate Certification in Advertising and Public Relations from MICA (2011–2012).
His return to WPP comes at a time when the media investment landscape is evolving rapidly, with brands demanding sharper, more integrated strategies across platforms. For someone who cut his teeth at the agency group years ago, this homecoming feels less like a new chapter and more like picking up a well-worn, high-return playbook.
