Comcast Advertising Launches Signal Authentication Service to Improve the Accuracy of Cross-Screen Measurement and Attribution of Television Advertising
February 29 2024 - 1:30PM
Business Wire
New offering enhances cross-platform signal
validation to help solve for current industry needs surrounding
inaccurate reach and frequency analysis.
Comcast Advertising, the advertising division of Comcast Cable,
today announced the launch of its new Signal Authentication
Service.
This new industry solution aims to provide measurement companies
and platforms with a reliable identity signal that can be used
across multiple privacy-forward use cases – namely impression
householding for accurate reach and frequency measurement,
cross-device frequency optimization, and attribution
measurement.
Utilizing Blockgraph technology, the new service allows partners
to submit ad logs, web analytics or attribution data and receive
back verification that the ad exposures or events were delivered to
an authenticated residential household, ensuring accurate
measurement.
In launching this new service, Comcast Advertising is offering a
solution, at scale across millions of households, that delivers a
level and standard of accuracy for linear and streaming TV
measurement that has not yet been available in the market.
Currently, measurement and platform companies rely on IP
addresses and other identifiers to link campaign events across
platforms to measure and de-duplicate exposures for aggregated
performance reporting. These reports, when based on probabilistic
device graphs, are unreliable, as IP addresses rotate
regularly.
According to a recent study, IP addresses rotate on average 1%
per day, which over the life of a typical campaign, compounds over
15% and therefore can negatively impact reach and frequency
reporting and cause significant errors when linking household ad
exposures to household attribution events.
“The inaccuracy of today’s media reporting is greatly impacting
advertisers’ ability to truly understand which parts of their media
is actually providing value and the increasing amount of signal
loss is further exacerbating this,” said Larry Allen, VP & GM,
Data & Addressable Enablement, Comcast Advertising. “This new
service will greatly improve the ability for our advertiser clients
to confidently target and reach their audiences, and be able to
measure campaign performance across linear and streaming.”
With unreliable impression counting and reach underreporting
happening in programmatic advertising, the ability to accurately
evaluate campaign performance and understand the effectiveness and
value of media has been nearly unattainable for buyers. Comcast
Advertising’s new service will allow advertisers to better
understand on-target reach and frequency evaluation to determine
how best to allocate budget to reach valuable audiences and drive
real business results.
“Recent investigations suggest that current ID graphs are of
varying quality, especially those that rely on IP addresses,” said
Jon Watts, Managing Director, CIMM, a non-partisan coalition
focused on cultivating improvements, best practices and innovations
in measurement, metrics and data usage across the media and
advertising ecosystem. “Household subscriptions are some of the
most accurate signals we have and can play an invaluable role in
helping the industry to reliably measure and attribute campaign
performance, improving our understanding of the media value.”
“Dynata, in close partnership with Comcast Advertising’s Signal
Authentication service, delivers a new level of precision to CTV
campaigns,” said Becky Harris, Vice President of Measurement and
Data Solutions, Dynata. “Our clients gain actionable insights from
our brand lift surveys, tied directly to verified ad exposures.
This data-driven approach empowers them to optimize their media
investments and drive better results.”
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast
Cable. 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 Cable, along with NBCUniversal and Sky, is part
of the Comcast Corporation (NASDAQ: CMCSA). Visit
http://comcastadvertising.com/ to learn more.
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version on businesswire.com: https://www.businesswire.com/news/home/20240229736531/en/
Media: Elaine Wong elaine_wong@comcast.com
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