Comcast and LiveRamp expand addressable TV measurement across channels
Comcast leverages LiveRamp's technology to enable advertisers to reach audiences programmatically across various channels. This collaboration focuses on providing addressable and measurable TV advertising solutions.
Key Takeaways
- Comcast uses LiveRamp technology to let advertisers reach audiences programmatically across channels.
- The partnership focuses on addressable TV advertising, a format tied to specific audience targeting.
- The deal emphasizes measurable TV, adding tracking and attribution to Comcast’s advertising offering.
Why It Matters
The immediate effect is clearer audience targeting and measurement for advertisers buying TV inventory through Comcast. The broader signal is that streaming and TV ad stacks are moving toward more addressable, programmatic workflows, with LiveRamp providing the identity and activation layer inside Comcast’s environment. For StreamingMeme readers, the key thing to watch is how Comcast describes advertiser adoption of addressable, measurable TV in future customer stories or product updates.
Read full article at liveramp.com
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