(VIDEO) The Future of Addressable TV, as Seen by Weather's Curt Hecht

The industry lost one of its true visionaries this week with the passing of Curt Hecht, 47, to lung cancer.

A veteran digital advertising and publishing executive, Hecht was a pioneer in addressable TV.  He created experimental programs, including one of the first in 2006 with GM and Comcast.

As Chief Revenue Officer of The Weather Company, he envisioned the cable network giant as the first fully addressable operation.

I had the opportunity to speak with him this past January in Las Vegas at CES where he laid out the opportunities and challenges to addressable advertising and his hopes for Weather.

We have republished this video today.

Hecht was also a major leader in establishing currency around pre-roll advertising with a VivaKi project  he co-lead with Tracey Scheppach, titled the Pool.   In Monaco in 2010, I spoke with Curt about the Pool.  You can find that interview here.

On a Personal Note

I was deeply saddened to hear of this loss.  He was a leader in our industry and a wonderful man.   For many years, dating back to his time in Paris working for VivaKi, he has always been supportive and enthusiastic about Beet.TV and my work and I will always be grateful.  I am pleased that so many of his thoughts will live on, serving as a guide to others via Beet videos. My condolences to Curt's family and  his colleagues. He will be sorely missed by all.

 

You can find this post on Beet.TV.