Comcast Advertising

LONDON – The advertising industry is grappling with a paradox. As premium video content flourishes, accessing it can sometimes seem like a labyrinthine process, particularly for smaller advertisers seeking to expand their reach. No wonder many in advertising are technology are trying to simplify the complexity that has grown up. “The number one change or […]

The adoption of addressable advertising is accelerating, with 65% of advertisers including it in their upfront negotiations this year, according to Larry Allen, VP & GM of Addressable Enablement at Comcast Advertising. Of those who have not yet used addressable advertising, two-thirds intend to do so in next year’s upfront. Allen attributes this growth to […]

CANNES — Panelists debate the state of programmatic advertising, with mixed views on whether “walled gardens” are beneficial or detrimental. Some argue for more collaboration and simplified processes to reduce confusion for brands. Others suggest “walled gardens with doors” – controlled access that still allows data sharing and interoperability. Overall, the industry appears to be […]

The retail media landscape is evolving rapidly, with retailers organizing their data and the rise of programmatic and automation in linear TV. This convergence is creating exciting opportunities for brands to leverage the power of video advertising, says Karen Babcock, VP of Advertising Strategy & Partnerships at Comcast Advertising, in this video interview with Beet.TV. […]

LONDON, UK — The TV industry will in a hybrid world for many years to come, where the worlds of traditional linear TV and streaming converge, and the opportunity lies in reaching audiences instead of demographics. That is the vie according to James Rooke, President, Comcast Advertising. But, to get there, Rooke thinks the TV business […]

LONDON, UK — In a week in which ad exchange operator Index Exchange announced a direct integration with TV ad-tech platform FreeWheel, the latter’s owner sees FreeWheel becoming a gateway for an array of TV ad buyers. “When you’re an industry platform, then interoperability is really important,” James Rooke, President, Comcast Advertising, told me in […]

CANNES — In a world where first-party data is proving its worth and the industry is grappling with signal loss, addressable TV is emerging as a confident link to ROI and outcomes. That is the view of Larry Allen, VP & GM, Addressable Enablement at Comcast Advertising. In this video interview with Tameka Kee for […]

The ad industry now knows consumer privacy is the key imperative. But achieving that whilst nevertheless offering advertisers advanced targeting capabilities is a work in progress. In this video interview with Beet.TV, Comcast Advertising Chief Growth Officer Pooja Midha says realizing privacy plus capability depends on data quality. Privacy-first “When it comes to the safeguarding […]

Pooja Midha, a longtime advanced TV executive at MTV and Disney, and most recently CEO of true[x], has joined Comcast Advertising as Chief Growth Officer, a new position, the company announced on Thursday. We sat down with her  to talk about her vision o the industry and her decision to join Comcast. She speaks about […]

They have been the fabric of digital ad targeting for two or three decades – but now third-party cookies are being deprecated, whilst mobile device identifiers are being switched to consumer opt-in. Taken together and coming off the back of consumer privacy policy changes, it represents the biggest threat to the accepted norms of digital […]

TV commercials may often seem like they are full of ads for traditional mainstay brands. But TV is now a medium that can drive results even for upstarts, according to a new piece of research. The Halo Effect, a report from VAB and Comcast Advertising’s Effectv, examined direct-to-consumer (D2C) and 50 other brands to discover […]