Comcast Advertising and Affinity Solutions Bring Purchase-Based Precision to TV Advertising

Comcast Advertising and Affinity Solutions Bring Purchase-Based Precision to TV Advertising

Bringing Credit and Debit Card Transaction Data to Comcast's Outcomes+, Enabling Advertisers to Identify Untapped Households and Prove Real-World Campaign Impact

Comcast Advertising, the advertising division of Comcast, today announced a strategic partnership with Affinity Solutions, a leader in consumer purchase insights, to integrate Affinity’s deterministic transaction data into the AI-powered audience discovery engine at the core of Comcast Advertising’s Outcomes+ solution. With this integration, advertisers can find untapped audiences, optimize spend toward incremental reach and measure campaign performance based on real consumer purchases.

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“Advertisers increasingly want to plan and buy media based on real consumer purchase behavior, not proxy metrics like clicks,” said Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising. “As the performance engine for TV, Comcast Advertising helps brands apply those insights to identify untapped audiences, uncover incremental opportunities and connect TV exposure across traditional, streaming and addressable TV to drive real business outcomes. By bringing Affinity’s purchase data into our already rich first-party data environment, we’re making that capability even stronger.”