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.

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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.

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News

Introducing On Addressability

Comcast Advertising announces its initiative for full addressability, which engages the entire advertising ecosystem, including Charter and Cox.

The Next Phase of Blockgraph is Here

Discover how Comcast Advertising is creating a secure way to use and share data, such as audience insights for addressable advertising.

Agency Leadership
Council Launches

To support the agency community, Comcast Advertising forms group comprised of agency executives to identify ways to advance the industry.

Our Insights

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.