Madison Ave.'s Wish List for Comcast-NBCU

Advertisers are weighing the implications of Comcast-NBC deal and some think the combination could deliver some positive results. The deal might speed the progress of addressable advertising, the ability to tailor more suitable ad messaging to the consumer potentially giving networks the ability to sell the same ad spot numerous times to different clients targeting different subsets of the audience. Another potential benefit of the deal for Madison Avenue might be speeded up access to set top box data for better audience measurement.