NEW YORK, June 17, 2025 –Comcast Advertising, the advertising division of Comcast, today unveiled an array of new performance-driven offerings across its portfolio to equip brands of all sizes with advanced measurement and attribution tools that demonstrate the clear impact of TV advertising throughout the marketing funnel.
Television has long been used as an effective centerpiece of advertisers’ media strategies, but in the social media era of ‘last click’ attribution and immediate reporting, TV does not always get the credit it deserves for influencing action and driving sales. A new study from Comcast Advertising in partnership with AdExchanger shows that advertisers are 30% more likely to use TV to build awareness rather than to drive action. However, 63% of advertisers said they would increase spend if there was more attribution demonstrating uplift in consumer spend linked to TV ad exposure.
By introducing enhanced attribution solutions for national to regional advertisers, Comcast Advertising is demonstrating TV’s effectiveness at delivering lower funnel results, including sales and conversion data.
“At Comcast Advertising, our goal is to help advertisers unlock the full potential of TV by making it more measurable, actionable, and aligned with business outcomes,” says James Rooke, President of Comcast Advertising. “The truth is, TV is a results engine that connects top and bottom funnel in a way that no other medium can. Endless studies have shown this. However, we don’t make TV advertising as easy or seamless as social media platforms do. Our goal across Comcast Advertising is two-fold: make it easy and prove it works.”
In its continuing work to illustrate the connection between TV campaigns and business outcomes, Comcast Advertising is announcing three new innovations in performance, many of which are first to market:
Mastercard Partnership with Comcast Advertising Enables Accurate Campaign Measurement for Advertisers of all Sizes
Comcast Advertising is partnering with Mastercard to increase the accuracy of campaign analysis by analyzing the effect ad campaigns have on geographically aggregated spend.
The fidelity of Comcast’s data, paired with the broad scale and reach of Mastercard’s acceptance allows this Comcast Media Solution offering to be used not only by large national but also regional advertisers.
With beta testing sales lift across key categories like automotive, retail, home services and furniture, advertisers can be confident their media spend is delivering the most impact, and change up the campaign, if it is not.
For instance, a recent study of campaigns for five major Home Improvement & Furnishing brands revealed a 3x incremental return on ad spend as well as increases to store traffic, average order value and consumer spend.
Marpipe Partnership with Universal Ads Introduces Dynamic Product Ads Within Connected TV for the First Time
Universal Ads, which enables brands of any size to seamlessly create, buy and measure ads across premium video, is launching a first-of-its- kind partnership with Marpipe, the world’s leading platform for catalog advertising, to bring dynamic product ads to connected TV for the first time. This integration enables brands to automatically generate personalized, shoppable ads for streaming from live product catalogs, bringing the performance marketing playbook to the biggest screen in the house.
“This partnership brings the best of Marpipe’s creative automation to the most exciting frontier in advertising: Connected TV,” says Dan Pantelo, CEO of Marpipe. “Together with Universal Ads, we’re transforming TV from a brand-only channel into a scalable performance engine for ecommerce.”
According to research from Meta and Marpipe, regular Dynamic Product Ads deliver 70% higher return on ad spend (ROAS) compared to standard image or video ads, while enriched product catalogs drive performance more than twice as effectively—insights now featured on our homepage.
Expansion of FreeWheel’s Attribution Capabilities for Advertisers
Comcast’s FreeWheel, a global technology platform for the television advertising industry, is introducing enhanced partnerships and new tools to improve attribution and advertiser performance measurement across its buying technology.
The streaming industry has faced unique challenges in delivering the robust outcome measurement that performance-based agencies and advertisers need to unlock the full potential of premium video advertising. To help solve these challenges, FreeWheel introduced the FreeWheel Identity Network, an industry leading identity resolution interoperability solution. Through its buying technology suite’s direct connection with the FreeWheel publisher suite, advertisers have seen over 8x increase in audience match rates compared to other in-market solutions, a key component to accurately measure attribution.
To build on this strength and further enhance its advertiser attribution capabilities, FreeWheel is announcing a new partnership with PlaceIQ, a location-based audience targeting and measurement company, to drive better campaign performance and efficiency for advertisers.
As a result of these enhancements, FreeWheel’s buying technology now offers advertisers streamlined in-platform tools for retargeting and attribution:
Location-based targeting and attribution metrics connecting advertising exposure to physical location foot traffic
Enhanced reporting logs allowing users to easily analyze campaign insights and performance while protecting user privacy
“FreeWheel’s powerful combination of sophisticated programmatic buy-side capabilities, direct premium streaming supply access, and advanced identity resolution align seamlessly with our Open Intelligence vision—enabling more efficient campaign activation, fewer intermediaries, and a strong commitment to privacy,” says JiYoung Kim, Chief Operating Officer at WPP Media North America. “Together, we’re helping advertisers better understand and optimize their data across the full media strategy.”
As advertisers try to navigate the burgeoning TV ecosystem, Comcast Advertising is committed to providing the tools and solutions that enable a transparent and efficient media buying supply chain that benefits publishers, advertisers, and consumers.
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