Comcast, TransUnion Team For Addressable TV Campaigns

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LONG ISLAND CITY, N.Y. — It’s what Comcast Advertising calls a new “privacy-forward agreement” in which audiences within the Comcast footprint can be matched to information within TransUnion‘s identity graph to build “custom, advanced audience segments” for addressable TV ad campaigns on Comcast platforms.


That agreement has now taken effect, and the Comcast unit believes the integration with TransUnion “empowers agencies and brands with a better understanding of high-value audiences to drive better reach and results with addressable TV advertising.”

“With growing issues of signal loss impacting the quality of data, advertisers are seeking more solutions to enable them to accurately target and reach their intended audiences,” said Carmela Fournier, Vice President and GM for Data at Comcast Advertising. “Addressable TV offers a powerful solution for advertisers to confidently reach their desired consumers that would not have been reached with traditional TV alone; in fact, we’ve found 1 in 3 target households would not have been reached without addressable. Our new integration with TransUnion will allow advertisers and agencies to easily tap into valuable
audiences delivering effective and efficient addressable advertising at the household level, while upholding the highest standards of consumer privacy.”

Through this integration Comcast’s audience data is directly matched with TransUnion’s already existing identity assets in a way that allowing advertisers to create custom audiences and obtain “an actionable profile of ideal customers to achieve greater reach and performance.”

These audiences, Comcast says, can then be utilized for addressable TV advertising.

“When it comes to audience data, advertisers need to activate at scale, and with speed, ease, and transparency to ensure success,” said Gareth Davies, SVP Product Management at TransUnion. “Our integration with Comcast Advertising will provide advertisers with a better understanding of their high-value audiences, including the size of a specific audience, to activate against and deliver addressable campaigns to households via linear and streaming TV.”