Koddi adds commerce data targeting to Comcast’s Universal Ads
Koddi and Comcast's Universal Ads announced a partnership to enable advertisers to target streaming ads using commerce data. This integration makes streaming inventory from over 20 publishers, including DirecTV, Fox Corporation, NBCUniversal, Paramount, Roku, and Warner Bros. Discovery, available to advertisers buying through Koddi, allowing for audience targeting based on first-party retail and commerce media client data.
Key Takeaways
- Universal Ads inventory from more than 20 publishers is now available through Koddi.
- Publishers named in the deal include DirecTV, Fox Corporation, NBCUniversal, Paramount, Roku, and Warner Bros. Discovery.
- Advertisers can target audiences using first-party data from Koddi retail and commerce media clients that opt in.
- Campaign measurement tools connect streaming ads back to retail and ecommerce sales.
Why It Matters
This gives advertisers a direct path to buy streaming inventory with commerce data attached, instead of treating CTV targeting and sales measurement as separate workflows. It also extends Comcast’s self-serve Universal Ads offering across a publisher set that already includes major streaming and TV brands, while making Koddi the data layer for opted-in retail and commerce media clients. What to watch: whether Koddi and Comcast disclose which client data sets are enabled in the integration, and how much of the 20-plus publisher inventory is actually transacted through the new path.
Read full article at adweek.com
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