Comcast tests new ad tech to help networks capture binge viewers

(Reuters) - Comcast Corp, the largest U.S. cable operator, is testing new advertising technology that inserts up-to-date commercials into past episodes of TV shows that are available on demand, a development that could help television networks generate additional revenue. As people get used to catching up on or binging on older episodes of shows through online services like Netflix and Hulu, cable companies and TV networks are plying viewers with past episodes from current seasons that can be watched on demand through their cable set-top boxes. The new technology is meant to give TV networks a way to earn ad dollars from earlier episodes.



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