Comcast Advertising and TransUnion Partner to Enable Advertisers to Create and Activate Audiences for Addressable TV Campaigns Across Linear and Streaming
06 Junio 2024 - 7:00AM
Business Wire
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
Today, Comcast Advertising and TransUnion (NYSE: TRU), a global
information and insights company, announced a new privacy-forward
agreement in which audiences within the Comcast footprint of close
to 32MM households can be matched to information within
TransUnion’s identity graph to build custom, advanced audience
segments for addressable TV advertising campaigns on Comcast
platforms.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240606848867/en/
“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,” said Carmela
Fournier, Vice President and GM, Data, Comcast Advertising.
“Addressable TV offers a powerful solution for advertisers to
confidently reach their desired consumers that would not have been
reached with traditional TV alone; in fact, we’ve found 1 in 3
target households would not have been reached without addressable.
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.”
Through this integration Comcast’s audience data is directly
matched with TransUnion’s already existing robust identity assets
in a privacy-first way, allowing advertisers to create custom
audiences and obtain an actionable profile of ideal customers to
achieve greater reach and performance. These audiences can then be
utilized for addressable TV advertising, which ensures advertisers
can target intended audiences at the household level with precision
and improved accuracy to drive incremental reach.
“When it comes to audience data, advertisers need to activate at
scale, and with speed, ease, and transparency to ensure success,”
said Gareth Davies, SVP Product Management at TransUnion. “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.”
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast. As a
global leader in media, technology and advertising, Comcast
Advertising fosters powerful connections between brands and their
audiences as well as among publishers, distributors, MVPDs,
agencies and other industry players. Effectv, its advertising sales
division, helps local, regional and national advertisers connect
with their audiences on every screen by using advanced data to
drive targeting and measurement of their campaigns. FreeWheel, its
media and technology arm, provides the technology, data enablement
and convergent marketplaces required to ensure buyers and sellers
can transact across all screens, across all data types and all
sales channels, in order to ensure the ultimate goal – results for
marketers. Comcast Advertising, along with NBCUniversal and Sky, is
part of the Comcast Corporation (NASDAQ: CMCSA). Visit
http://comcastadvertising.com/ to learn more.
About TransUnion
TransUnion is a global information and insights company with
over 13,000 associates operating in more than 30 countries. We make
trust possible by ensuring each person is reliably represented in
the marketplace. We do this with a Tru™ picture of each person: an
actionable view of consumers, stewarded with care. Through our
acquisitions and technology investments we have developed
innovative solutions that extend beyond our strong foundation in
core credit into areas such as marketing, fraud, risk and advanced
analytics. As a result, consumers and businesses can transact with
confidence and achieve great things. We call this Information for
Good® — and it leads to economic opportunity, great experiences and
personal empowerment for millions of people around the world.
http://www.transunion.com/business
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240606848867/en/
Media Comcast Advertising Meredith Fitzgerald
Meredith_Fitzgerald@comcast.com 215-970-8504
TransUnion Dave Blumberg david.blumberg@transunion.com
312-972-6646
TransUnion (NYSE:TRU)
Gráfica de Acción Histórica
De May 2024 a Jun 2024
TransUnion (NYSE:TRU)
Gráfica de Acción Histórica
De Jun 2023 a Jun 2024