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DELIVERING AUDIENCES WITH DATA
– P. 14
We use data insights throughout every stage of the
campaign process, from planning through reporting
results. With a combination of first- and third-party data,
we gather insights on audiences, viewing habits, ad
delivery, and more.
For even more precision, clients can provide us
with their own anonymized customer data.
We can match this client data against Comcast
subscriber data to create a customized audience
for optimized TV and streaming campaigns.
Then, we layer on third-party and probabilistic data
to further enhance and scale our models.
Third-party data
, such as demographics,
psychographics, interests, and purchase intent, is
sourced and aggregated by a company that is not
the original collector of the data.
Probabilistic data
is modeled data used to identify
a larger targeted audience. Personas and lookalike
audiences, for example, are probabilistic data.
First, we harness the scale and quality of
Comcast’s first-party, deterministic data.
Comcast first-party, deterministic data
includes
information collected directly from Comcast’s Xfinity
customer base; it is not modeled data. This includes
proprietary subscriber, viewership, and ad exposure
data that enables targeting and measurement.
01
How we use it
02
03
•
Comcast subscriber data
, paired with
third-party data, allows us to identify 300+
unique audiences with greater precision.
•
Aggregated Comcast viewership and ad
exposure data
tells us what these audiences
are watching and what they’re likely to be
watching next, informing more effective
campaign planning.
•
Ad exposure data
also gives us transparent
campaign performance metrics across
platforms, providing insights for future
campaign optimization.
•
Attribution data
, collected in partnership
with industry-leading third-party vendors,
proves the impact of our campaigns on our
clients’ business.
Delivering
Audiences
with Data
MEDIA KIT
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