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

Comcast Advertising and TransUnion, a global information and insights company, have announced a new privacy-forward agreement to enhance addressable TV advertising capabilities. This partnership allows for the creation of custom, advanced audience segments by matching Comcast's extensive household data with TransUnion’s robust identity graph.

Key Features of the Agreement

1. Privacy-First Audience Matching

   • Data Integration: Comcast’s audience data is matched with TransUnion’s identity assets in a privacy-compliant manner.
   • Custom Audiences: Advertisers can create custom audiences to improve targeting and reach.

2. Enhanced Addressable TV Advertising

   • Precision Targeting: Advertisers can target intended audiences at the household level with greater accuracy.
   • Incremental Reach: Addressable TV ensures advertisers reach consumers that traditional TV might miss, with findings showing 1 in 3 target households are reached only through addressable TV.

Insights from Industry Leaders

• Carmela Fournier, VP and GM, Data, Comcast 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. Addressable TV offers a powerful solution for advertisers to confidently reach their desired consumers that would not have been reached with traditional TV alone. 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."

• Gareth Davies, SVP Product Management, TransUnion: "When it comes to audience data, advertisers need to activate at scale, and with speed, ease, and transparency to ensure success. 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."

Benefits of the Partnership

1. Enhanced Data Quality and Targeting

   • The integration addresses the challenge of signal loss, improving the quality and accuracy of data used in advertising campaigns.

2. Improved Advertiser Reach and Performance

   • Custom audience segments enable advertisers to reach their ideal customers more effectively, driving incremental reach and better campaign performance.

3. Privacy-Forward Approach

   • The partnership emphasizes consumer privacy, ensuring that data integration and audience matching are conducted in a compliant and secure manner.

4. Scalable and Actionable Insights

   • Advertisers gain actionable insights into their high-value audiences, allowing for precise activation and measurement of campaign success.

The partnership between Comcast Advertising and TransUnion represents a significant advancement in addressable TV advertising. By leveraging privacy-compliant data integration and custom audience segments, advertisers can achieve greater reach, precision, and performance in their campaigns. This collaboration underscores the importance of innovation and privacy in the evolving landscape of targeted advertising.