Core Objectives

Unify

We are enabling TV distributors to come together to offer advertisers a standardized and unified platform that makes buying and optimizing media campaigns easy.

Scale

By working across the industry, we are delivering the large, relevant audiences, across all devices, marketers need to make an impact and deliver bottom line results.

Measure

With insights from household-level data, we are enabling new targeting and measurement capabilities so advertisers can target and track campaign performance accurately.

Key Initiatives

01

On Addressability

The On Addressability initiative maximizes the impact and value of TV as a scalable and sustainable marketing platform. Spearheaded by Comcast Advertising in summer 2019, On Addressability is presently led by Comcast, Charter and Cox with support from Canoe and Ampersand, and welcomes participation across the industry.

02

Agency Leadership Council (ALC)

The ALC connects senior executives across the major and independent agencies to proactively support the interests of advertising agencies, and publish insights and research that advance the industry.

03

Blockgraph

Now more than ever, the use of quality data is essential to drive business results. That’s why we’ve created the Blockgraph platform to protect consumers’ data while optimizing opportunities for advertisers.

Our Brands

Effectv is the advertising sales division of Comcast Advertising that helps local, regional, and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns.

Visit Site

FreeWheel offers advertising management solutions for the entire TV ecosystem, including digital and linear, enabling agency, media, and entertainment clients to manage and maximize value from their TV and premium video media.

Visit Site

News

On Addressability Playbook
Released

Comcast Advertising, Cox Media, and Spectrum Reach share collective best practices and insights to help accelerate addressable TV efforts.

Discovery Joins
On Addressability
Initiative

To maximize impact for advertisers, Discovery is joining the On Addressability initiative and enhancing addressable capabilities among its 18 networks.

AMC Networks Teams Up With
On Addressability

AMC Networks—in collaboration with Charter, Comcast, and Cox—announces it is enabling addressable inventory on its own linear TV and VOD platforms.

Announcing
A New Blockgraph Partnership

Discover how Comcast, Charter and ViacomCBS are joining forces to maximize audience insights for advanced TV and premium video advertising.

Our Insights

Watch the Culture Conversations Webcast
Episode 3 Replay

It’s more important than ever for advertisers to consider the values and identity that their branding and messaging convey to the increasingly savvy consumer.

Watch the Culture Conversations Webcast
Episode 2 Replay

This year, LGBTQ+ Pride celebrations worldwide felt different, for many reasons. Learn how brands can approach representation in meaningful ways and authentically reach and engage LGBTQ+ audiences.

Watch the Culture Conversations Webcast
Episode 1 Replay

Getting creative and brand messaging right can be tricky when it comes to cultural issues of importance, so how do you ensure your brand messaging strikes the right balance? Learn how top brands and agencies are navigating being both vocal and culturally aware.

Webcast Series from Comcast Advertising

The Culture Conversations webcast series explores the nuanced issues and opportunities in the media industry.

2020 Vision: The Agency Perspective

Comcast Advertising Agency Survey

The events of COVID-19 are impacting media agencies in ways that are still evolving. This report outlines the challenges agencies are facing, and the innovative solutions they’re turning to in these unusual times.

2020 Vision: The Agency Perspective

2020 Vision: The Agency Perspective

Members of Comcast Advertising’s Agency Leadership Council provide their perspectives on 2020 priorities & opportunities related to addressable TV, convergence, and measurement.

First Quarter Trends from the TV Viewership Report

Contrary to some headlines, TV is in its prime and only enhancing its position in the media landscape. Here are some trends we’re seeing with 2019’s first-quarter insights.

“In Other Words...”


Learn about what inspired The TV Viewership Report and how marketers can use the data and insights included within to fuel campaigns in the New TV ecosystem.

Three Takeaways from Cannes Lions 2019: Collaboration, Inclusion and Empowerment

This year more than ever there were countless constructive discussions, in-depth debates and common initiatives taking place during Cannes Lions.

Empowering our Power Users: The FreeWheel Publishers User Summit

Contrary to some headlines, TV is in its prime and only enhancing its position in the media landscape. Here are some trends we’re seeing with 2019’s first-quarter insights.