Comcast Advertising
- Company typePublic
- Founded-
- HeadquartersPhiladelphia, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
Comcast Advertising firmographics
Firmographics- Name
- Comcast Advertising
- Legal name
- Comcast Corporation
- Website
- https://comcastadvertising.com
- Company type
- Public
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Comcast Advertising industry classification
Industry- Product category
- Connected TV Advertising Platform
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (54183)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Pay-TV Advertising Sales & Monetization (Addressable/Local Avails) (MPABAGAJ)
Keywords
Where Comcast Advertising is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Markets served
Comcast Advertising business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Premium Video Advertising: Comcast Advertising generates revenue through advertising solutions across traditional and streaming TV inventory, leveraging data from 30+ million Comcast households
- Programmatic Advertising: Revenue from programmatic ad buying through FreeWheel platform, enabling real-time bidding against targeted audiences for linear TV
- Self-Service Advertising Platform: Universal Ads platform for simplified premium video buying targeting social media advertisers and SMBs
Distribution channels5 records
Marketing channels2 records
Comcast Advertising product offering
Product offeringCore offering
Comcast Advertising is the advertising division of Comcast Corporation, providing multiscreen TV advertising solutions spanning traditional linear TV and streaming video inventory. The division offers AI-powered targeting and closed-loop attribution through its Outcomes+ platform, programmatic ad buying through FreeWheel, and self-service premium video buying through Universal Ads, leveraging deterministic first-party data from over 30 million Comcast households.
Product overview
Comcast Advertising offers a multiscreen TV advertising platform encompassing multiple products and capabilities. The core offering is Outcomes+, an AI-powered targeting and attribution platform spanning both traditional linear TV and streaming/CCTV inventory. This platform integrates with FreeWheel for programmatic ad buying. A separate self-service platform called Universal Ads targets SMBs. Additional capabilities include EffecTV for measurement (with political advertiser features), and the Contextual Marketplace from FreeWheel for content-based targeting. The company leverages its first-party data from 30+ million Comcast households and extends reach through partnerships with premium publishers and streaming platforms.
Differentiator
Problem solved
Functional benefit
Brands
- Outcomes+: AI-powered targeting and attribution solution spanning traditional and streaming TV inventory
- Universal Ads
- FreeWheel
- EffecTV
Products and services
- Outcomes+ An AI-powered platform that combines targeting, closed-loop attribution, and outcome-based buying for advertisers seeking measurable campaign performance across premium video inventory. Built for brands and agencies looking to optimize return on TV ad spend.
- Universal Ads A self-service buying platform that enables small and medium-sized businesses to purchase premium video advertising inventory across streaming and connected TV, lowering barriers to entry for brands that lack traditional TV buying infrastructure.
- FreeWheel Programmatic A programmatic platform that enables agencies and advertisers to bid on and purchase premium video ad inventory in real time across linear TV, streaming, and digital video publishers. Designed for media buyers requiring automated access to large-scale video supply.
- EffecTV An advertising effectiveness measurement solution that quantifies the impact of TV advertising on business outcomes, providing advertisers with attribution insights across linear and streaming campaigns.
- Contextual Marketplace A contextual targeting marketplace that enables advertisers to align campaigns with relevant content signals in a cookie-free, privacy-safe manner within FreeWheel's programmatic video environment.
Quantifiable outcome
- TV paired with search yields 8.7X higher brand recall
- +5 more outcomes
Companies that use Comcast Advertising
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Comcast Advertising technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability4 records
Feature5 records
Comcast Advertising partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered flagship and core.
- Disney AdvertisingflagshipPart of Agentic Standards Initiative to establish common technical, workflow and governance standards for AI-powered media buying across premium TV and video ecosystem. Initiative brings together major media owners, technology platforms and industry standards bodies.
- Fox AdvertisingflagshipPart of Agentic Standards Initiative to establish common technical, workflow and governance standards for AI-powered media buying across premium TV and video ecosystem.
- NBCUniversalflagshipPart of Agentic Standards Initiative to establish common technical, workflow and governance standards for AI-powered media buying across premium TV and video ecosystem.
- NetflixflagshipPart of Agentic Standards Initiative to establish common technical, workflow and governance standards for AI-powered media buying across premium TV and video ecosystem.
- ParamountflagshipPart of Agentic Standards Initiative to establish common technical, workflow and governance standards for AI-powered media buying across premium TV and video ecosystem.
- IAB Tech LabflagshipPart of Agentic Standards Initiative to establish common technical, workflow and governance standards for AI-powered media buying across premium TV and video ecosystem.
- Prebid.orgflagshipPart of Agentic Standards Initiative to establish common technical, workflow and governance standards for AI-powered media buying across premium TV and video ecosystem.
- WPP MediaflagshipLeading the Agentic Standards Initiative to develop a Buyer Agent for Video and establish common technical, workflow and governance standards for AI-powered media buying across premium TV and video ecosystem.
- ClaritascoreStrategic partnership integrating Claritas' audience data, identity graph, and measurement capabilities into Comcast Advertising's Outcomes+ platform for premium video advertising. Provides access to over 10,000 behavioral and demographic attributes, connects 600M+ linked devices to 255M+ people, enabling cross-channel attribution across online engagement, in-store activity, and offline sales.
- ClaritascoreStrategic partnership integrating Claritas' audience data and measurement capabilities into Comcast Advertising's Outcomes+ AI-powered platform enabling marketers to build, activate, and measure audiences across premium video through a single connected workflow.
- Affinity SolutionscoreIntegration of purchase transaction data into Comcast's Outcomes+ platform enabling advertisers to target audiences based on actual consumer purchase behavior and measure campaign impact through real-world sales data.
- NetflixcoreAmazon expanding advertising reach through partnerships with Netflix and Comcast Advertising.
- Amazon AdscoreNew partnership granting local and small-to-medium business advertisers programmatic access to Prime Video streaming inventory for the first time through Outcomes+ platform, reaching average U.S. monthly ad-supported audience of 200 million viewers.
- MastercardcoreExpanded attribution partnership enabling outcome-based measurement across the full marketing funnel as part of the Outcomes+ platform.
- ClarivoycoreExpanded attribution partnership for automotive marketers with Marketplace Visit Attribution (MVA) metric connecting ad exposure to consumer visits and sales.
- AdaracoreOne of the first deterministic-based attribution and measurement solutions for the travel and tourism industry, connecting Comcast's premium video viewing data to Adara's first-party booking data to deliver campaign insights and prove ROAS. Case study showed nearly $23 million in hotel revenue with 13x ROAS for Space Coast tourism bureau.
- ClarivoycorePartnership with automotive marketplaces to launch Marketplace Visit Attribution (MVA) metric providing enhanced measurement of how various ad channels influence consumer visits and sales.
- FreeWheel Contextual MarketplacecoreContextual Marketplace goal of more-relevant ad targeting through FreeWheel platform.
- ComscorecoreCross-platform measurement efforts expanding Comscore clients access to Comcast's Signal Authentication.
Recent moves6 records
Comcast Advertising competitors and assessment
Company assessmentDirect peers
- Roku: Roku sells its own ad-supported CTV inventory (Roku Ads Manager and OneView DSP) and has an explicit advertising partnership with FreeWheel/Comcast. Comparable as a CTV inventory + measurement owner competing for the same advertiser wallet.
- The Trade Desk: Independent omnichannel DSP competing directly with Comcast Advertising's programmatic/CTV offerings. Both sell biddable, audience-targeted premium-video inventory to enterprise brands and agencies, and increasingly vie for the same cross-screen measurement budget.
- Magnite: Largest independent SSP for CTV and premium video, operating in the same buy- and sell-side programmatic auctions as FreeWheel. It is a direct infrastructure peer for CTV ad-tech and competes head-to-head for publisher and buyer relationships.
- Pubmatic: Independent programmatic ad-tech platform active across CTV, video, and display. It competes with FreeWheel on supply-side monetization and with Outcomes+ on programmatic audience activation for premium video.
Broad incumbents
- Snap Inc. Snap's ads business is the direct professional lineage of Universal Ads GM James Borow. Snapchat-adjacent self-serve/direct-response ad infrastructure is the closest functional analog to Comcast's Universal Ads for SMB advertisers migrating from social to premium video.
- Disney Advertising: Disney's sales arm sells premium video inventory across Hulu, ESPN, and linear TV, and is a co-leader with Comcast Advertising in the Agentic Standards Initiative. Comparable as a major premium-video ad seller, though vertically integrated with first-party audience data.
- Amazon Ads: Both flagship partner and competitive incumbent: Amazon Ads operates Amazon DSP, provides Prime Video inventory access to Comcast Advertising outcomes+, and runs its own end-to-end CTV ad stack. Comparable as a broad CTV/streaming advertising platform with overlapping demand.
- Google Ad Manager / DV360: Google's combined DV360 (buy-side) and Ad Manager (sell-side) platforms compete with FreeWheel and Outcomes+ for premium-video programmatic budgets. Broad incumbent across CTV, video, and display with overlapping agency and enterprise customers.
Others
- WPP Media (GroupM): Largest global media-buying agency holding company and explicit co-leader of the Agentic Standards Initiative with Comcast Advertising. Comparable as the buy-side counterpart and standards partner shaping where premium video budgets flow.
Emerging players
- Netflix Ads: Netflix's ad-supported tier built an in-house CTV ad platform and is part of the same Agentic Standards Initiative as Comcast Advertising. Comparable as an emerging CTV inventory + measurement owner targeting the same advertiser audiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Comcast Advertising social profiles
Digital presenceComcast Advertising financial estimates
Financial estimateRevenue estimate
Valuation estimate
Comcast Advertising leadership team
Management profileNumber of profiles
Profiles5 records
Comcast Advertising funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Comcast Advertising M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Comcast Advertising
What does Comcast Advertising do?
Comcast Advertising is the advertising division of Comcast Corporation, providing multiscreen TV advertising solutions spanning traditional linear TV and streaming video inventory. The division offers AI-powered targeting and closed-loop attribution through its Outcomes+ platform, programmatic ad buying through FreeWheel, and self-service premium video buying through Universal Ads, leveraging deterministic first-party data from over 30 million Comcast households.
Is Comcast Advertising a public or private company?
Comcast Advertising is a public company. It is classified as public and is currently operating.
When was Comcast Advertising founded?
Comcast Advertising was founded in -1. It employs 1 to 10 people.
Where is Comcast Advertising based?
Comcast Advertising is headquartered in Philadelphia, United States, in the North America region.
How does Comcast Advertising make money?
Three revenue lines are on record. Premium Video Advertising is the primary driver. The others are programmatic Advertising and self-Service Advertising Platform.
Who are Comcast Advertising's main competitors?
Direct peers on record are Roku, The Trade Desk, Magnite and Pubmatic. Broad incumbents are Snap Inc., Disney Advertising, Amazon Ads and Google Ad Manager / DV360. WPP Media (GroupM) is listed as an others. Netflix Ads is listed as an emerging player.
Does Comcast Advertising have an API?
No public API is recorded for Comcast Advertising.
What industry is Comcast Advertising in?
Comcast Advertising's product category is Connected TV Advertising Platform. Its primary akta.pro industry code is MPABAGAJ, Pay-TV Advertising Sales & Monetization (Addressable/Local Avails). Its NAICS code is 54181 and its SIC code is 7310.