Effectv
Effectv, a product within Comcast Advertising, provides multiscreen TV advertising solutions that integrate linear television and digital video for enterprise advertisers and agencies. The platform enables unified campaign planning, execution, and measurement across TV and digital screens.
- Company typePrivate
- Founded2003
- HeadquartersNew York, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Effectv does
Effectv is a multiscreen TV advertising product offering operating within Comcast Advertising, the advertising sales division of Comcast Corporation (NASDAQ: CMCSA), headquartered in New York. The company provides advertisers and agencies with a unified platform to plan, execute, and measure advertising campaigns across linear television and digital video screens, addressing the fragmentation of audience attention across multiple devices.
The core product is the Multiscreen TV Advertising Solutions platform, which integrates linear TV and digital video advertising capabilities into a single buying interface. The platform enables cross-platform campaign management and delivery, combining the reach of Comcast's cable television network with digital targeting capabilities. Effectv also maintains a dedicated data analytics function, supporting audience targeting and campaign measurement across screens.
Effectv generates revenue through advertising sales, operating primarily through an enterprise and mid-market field sales motion targeting large brands and agencies. Pricing is not publicly disclosed and is offered through custom advertising solutions. The company serves as a horizontal solution across enterprise advertisers seeking to coordinate campaigns across TV, digital, and mobile platforms, and benefits from structural distribution advantages derived from its parent company's media and technology assets.
Effectv firmographics
Firmographics- Name
- Effectv
- Legal name
- Comcast Advertising
- Website
- https://effectv.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Effectv, a product within Comcast Advertising, provides multiscreen TV advertising solutions that integrate linear television and digital video for enterprise advertisers and agencies. The platform enables unified campaign planning, execution, and measurement across TV and digital screens.
- Ownership category
- akta.pro rank
Where Effectv is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Effectv business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- TV Advertising: Revenue generated from multiscreen TV advertising campaigns, enabling advertisers to reach audiences across television and digital platforms. The platform facilitates media buying and campaign optimization across multiple screens.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Effectv product offering
Product offeringCore offering
Effectv provides multiscreen TV advertising solutions that allow advertisers to plan, execute, and measure campaigns across television and connected digital devices. The offering unifies linear television advertising with digital video capabilities into a single platform, enabling brands and agencies to reach audiences across multiple screens.
Product overview
Effectv (operating as Comcast Advertising's commercial name) offers a unified multiscreen TV advertising platform. The core product is the Multiscreen TV Advertising Solutions platform, which integrates linear TV and digital video advertising capabilities into a single solution, allowing advertisers to reach audiences across television and connected devices.
Differentiator
Problem solved
Functional benefit
Products and services
- Multiscreen TV Advertising Solutions A unified advertising platform enabling brands and agencies to plan, execute, and measure TV advertising campaigns across multiple screens and devices, combining linear TV advertising with digital video capabilities for advertisers seeking cross-platform reach.
Companies that use Effectv
Customer profileSegments1 record
Ideal customer profiles1 record
Effectv technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Effectv partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights3 records
Effectv competitors and assessment
Company assessmentDirect peers
- Magnite: Magnite is the largest independent CTV/online video SSP, providing programmatic infrastructure for TV and OTT ad inventory. It competes with Effectv by enabling automated, cross-screen buying of premium video.
- FreeWheel (Comcast): FreeWheel, also owned by Comcast, provides ad management, monetization, and cross-screen campaign solutions for premium video publishers. It is a closely adjacent in-house peer sharing the same multiscreen mission.
- Ampersand (formerly NCC Media): Ampersand is a cross-screen TV advertising sales and data platform formed by major US MVPDs (cable, telco, satellite). It is a direct competitor to Effectv in selling multiscreen audiences to enterprise advertisers and agencies.
- Canoe Ventures: Canoe Ventures enables addressable TV and VOD advertising across US cable operator footprints. It is a direct peer in the cable-based, cross-screen TV ad infrastructure market.
- Innovid: Innovid provides ad delivery, creative personalization, and cross-screen measurement for TV and CTV. It is a direct technology peer in the cross-screen TV advertising stack.
Emerging players
- MNTN: MNTN provides a self-serve CTV advertising platform aimed at SMB and mid-market advertisers. It is an emerging competitor in the cross-screen performance TV space where Effectv also plays.
- Tatari: Tatari focuses on performance-driven TV and CTV advertising for direct-to-consumer brands. It competes for the mid-market and growth-advertiser segment of Effectv's cross-screen offering.
Broad incumbents
- MediaMath: MediaMath is an established omnichannel DSP with TV and cross-screen capabilities. It competes with Effectv for enterprise programmatic and cross-screen media planning dollars.
- The Trade Desk: The Trade Desk is a leading independent DSP with deep CTV and cross-device capabilities. While it operates in adjacent buying/measurement layers, it increasingly competes with Effectv for multiscreen enterprise ad budgets.
- Roku: Roku operates the leading US CTV platform with its own ad business (Roku Ads Manager). It competes with Effectv for streaming/CTV ad dollars and offers a self-service alternative to direct-sold cross-screen buys.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Effectv social profiles
Digital presenceEffectv financial estimates
Financial estimateRevenue estimate
Valuation estimate
Effectv leadership team
Management profileNumber of profiles
Profiles2 records
Effectv funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Effectv 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 Effectv
What does Effectv do?
Effectv provides multiscreen TV advertising solutions that allow advertisers to plan, execute, and measure campaigns across television and connected digital devices. The offering unifies linear television advertising with digital video capabilities into a single platform, enabling brands and agencies to reach audiences across multiple screens.
Is Effectv a public or private company?
Effectv is a private company. It is classified as public and is currently operating.
When was Effectv founded?
Effectv was founded in 2003. It employs 1,001 to 5,000 people.
Where is Effectv based?
Effectv is headquartered in New York, United States, in the North America region.
How does Effectv make money?
One revenue line is on record: TV Advertising.
Who are Effectv's main competitors?
Direct peers on record are Magnite, FreeWheel (Comcast), Ampersand (formerly NCC Media), Canoe Ventures and Innovid. Emerging players are MNTN and Tatari. Broad incumbents are MediaMath, The Trade Desk and Roku.
Does Effectv have an API?
No public API is recorded for Effectv.