Verizon’s Oath wants advertisers to know that although it shuttered its programmatic TV offering OneTV, its addressable TV business based on Fios households – which launched in late 2016 – is here to stay.

Verizon knows that for addressable inventory, it’s later to the game than AT&T, its subsidiary DirecTV and Dish network.

But it hopes to differentiate with its access to East Coast markets and its speed, said Brett Hurwitz, business lead of Oath’s advanced TV unit.

“Fios is on a fiber-optic backbone so we can get campaigns up in a matter of a day or so, rather than a week,” he said. “We can switch out copy in a matter of hours instead of days. Measurement on the back end can get fed into other campaigns much more quickly, because of that fiber-optic backbone.”

Satellite providers, Hurwitz added, are much slower communicating with their households.