DIRECTV will participate in the upfront market for the first time next month, joining content providers and others in the annual rush to sell national advertising inventory for the coming season. CEO Mike White has often talked about pursuing ad revenues as a major growth opportunity, David Goetzl writes, and the company will pitch interactive ads by touting its ability to target 11 million homes across 46 networks. "There was a lot of engineering that went into this. It was as close to rocket science as we'll get in advertising," said ad-sales chief Keith Kazerman, referring to DIRECTV's addressable-ad capabilities.
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