Comcast, TransUnion team on audience segments for addressable TV advertising

Comcast Advertising (CMCSA) and TransUnion (TRU) 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. “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.”