Comcast Advertising announced a strategic partnership with Affinity Solutions to strengthen TV Advertising through advanced purchase intelligence. Through this collaboration, TV Advertising campaigns will benefit from deterministic transaction data. As a result, advertisers can improve audience targeting, optimize spending, and enhance TV Advertising performance measurement.
Affinity Solutions, a leader in consumer purchase insights, will integrate its transaction data into the AI-powered audience discovery engine behind Comcast Advertising’s Outcomes+ platform. Consequently, advertisers can identify untapped audiences and uncover new growth opportunities.
“Advertisers increasingly want to plan and buy media based on real consumer purchase behavior, not proxy metrics like clicks,” said Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising. “As the performance engine for TV, Comcast Advertising helps brands apply those insights to identify untapped audiences, uncover incremental opportunities and connect TV exposure across traditional, streaming and addressable TV to drive real business outcomes. By bringing Affinity’s purchase data into our already rich first-party data environment, we’re making that capability even stronger.”
Through Outcomes+, Comcast Advertising continues to bring purchase-based precision to campaign activation and measurement. Moreover, the company combines viewership data from more than 30 million Comcast households with Affinity’s transaction-level dataset. Affinity’s dataset covers more than 100 million consumers across thousands of brands and merchant categories. Therefore, advertisers can identify and reach valuable audiences based on verified purchase activity. Brands can now build audiences using actual credit and debit card spending data. Instead of relying on modeled behavior, marketers can target proven category buyers. In addition, they can engage competitor customers and reconnect with inactive purchasers. The enhanced capabilities also allow advertisers to reach high-value spenders more confidently. Consequently, campaigns can focus on consumers who are most likely to drive measurable business outcomes.
Purchase Data Strengthens TV Advertising Measurement
The partnership also improves campaign measurement capabilities. Furthermore, advertisers can evaluate the same audience segments identified through Affinity’s purchase insights. Comcast Advertising links household-level ad exposure data with post-campaign purchase activity from Affinity’s transaction database. As a result, brands gain direct visibility into campaign effectiveness. This approach provides clear evidence of business impact across both online and in-store purchases. Therefore, marketers can better understand how advertising investments influence consumer spending. Additionally, the combined dataset helps advertisers discover incremental audiences across Comcast’s traditional television and streaming inventory. Consequently, brands can allocate budgets more effectively. Instead of creating duplicated exposure, marketers can focus spending on channels and dayparts that deliver genuine audience growth. As a result, campaigns achieve stronger reach and efficiency.
“This partnership brings our consumer purchase insights directly into premium TV, proving that transaction data is just as powerful in television as it is in digital and retail media,” said Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions. “Together with Comcast Advertising, we’re giving marketers a stronger way to find the right audiences, activate against real purchase behavior and measure the business impact that matters most.”
Comcast Advertising Expands Data-Driven Media Solutions
Comcast Advertising serves as the advertising division of Comcast. The company connects brands with audiences through advanced media, technology, and advertising solutions. Its Media Solutions division helps advertisers build brand relevance through multiscreen TV Advertising campaigns. Moreover, these campaigns leverage Comcast’s media, technology, and data assets. The company reaches almost 125 million households in all 210 DMAs. That reach includes both non-Comcast and Comcast households. Comcast Advertising also gives access to premium video inventory through one platform. “Advertisers also get performance measurement capabilities powered by advanced data technologies.
Its technology business, FreeWheel, provides data enablement, marketplace solutions and transaction capabilities across multiple screens and sales channels. This enables buyers and sellers to operate more efficiently across the media ecosystem. Comcast Advertising Launches Universal Ads Platform to Create, Buy and Measure Ads in Premium Video Environments for All Business Types Plus, advertisers can take advantage of these capabilities directly on leading publishers, for no extra cost. Comcast Advertising is a division of Comcast Corporation and partners with NBCUniversal and Sky.
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News Source: Businesswire.com
