Freewheel unveils cross-screen addressable platform: New tech designed to open up scale and measurement capabilities for addressable advertising.

"With addressable being more targeted, this is giving the buy side what they've been asking for for years", says Melanie Hamilton, head of enterprise sales at Effectv, Comcast's ad sales division. The Comcast-owned ad tech company is rolling out a new platform feature that looks to solve a few problems that have long stymied the growth in addressable advertising, including the amount of inventory available to purchase in an addressable manner, managing frequency across linear and digital and the ability to measure across screens. [Extracted from the article]