Comcast Advertising's solutions are powered by data that’s actually first-party, combined with third-party insights. This enables you to use data-driven ads to deliver your campaign to the right audience with accuracy.
We don’t rent data; we own it. We have access to first-party data in ways other companies only claim to.
Our Comcast aggregated subscriber viewership data is collected directly from 30 million Comcast subscriber households, giving us direct access to real-time insights from the top broadband provider in the U.S.
Our first-party, deterministic data gives us insight into actual behaviors and occurrences, not assumptions. It’s privacy-focused, permission-based, and – since it’s not reliant on cookies – future-proof.
By tapping into real subscriber insights, we can fine-tune audience targeting and enable more accurate addressable advertising. Those subscriber insights enable a 95% initial match rate, compared to just 60% for IP-based targeting.1 This all leads to better campaign performance for you.
Source: 1. Go Addressable. 2024. “Guidelines for planning & buying addressable TV advertising.”
We enhance our data-focused capabilities by combining our own first-party data with third-party data insights to gain a deeper understanding of audiences. This enables us to identify and more precisely target the right audiences.
For even more precision, clients can provide us with their own anonymized customer data. We can match this client data against Comcast subscriber data to create a customized audience for optimized TV and streaming campaigns.
With the power of data, we ensure your campaigns are built to perform from start to finish – and we help you understand the full impact of your advertising. We deliver deterministic campaign insights that are measurable, actionable, and accurate.
We use aggregated data insights throughout every stage of the campaign process, from planning through reporting results.
Comcast subscriber data, paired with third-party data, allows us to identify 300+ unique audiences with greater precision.
Comcast viewership and ad exposure data tells us what these audiences are watching and what they’re likely to be watching next, informing more effective campaign planning. Our data also enables addressable advertising for more precise targeting.
Ad exposure data also gives us transparent campaign performance metrics across platforms, providing insights for future campaign optimization.
Attribution data, collected in partnership with industry-leading third-party vendors, proves the impact of our campaigns on our clients’ business.
We’ll use data insights to put you in front of the right audience at the right time and drive real results.