Comcast Advertising unveils AI-driven Outcomes+ solution

Comcast Advertising announced the launch of Outcomes+, a new targeting and attribution solution spanning traditional TV and streaming inventory, at the IAB NewFronts in New York.

The company said the platform uses first-party data, AI-driven tools and partnerships to help advertisers measure and optimize campaigns across the full marketing funnel.

Outcomes+ is supported by deterministic data from more than 30 million Comcast households, representing over 100 million authenticated viewers, with extended reach through partnerships covering more than 300 million viewers.

The company also introduced new AI-powered activation products, including a proposal assistant for campaign planning, an audience discovery engine called LENS and Blockgraph On Demand, a self-service data matching platform.

“TV has always been a performance driver but achieving and proving that performance hasn’t always matched the simplicity of digital. Outcomes+ transforms that reality,” said Dawn Lee Williamson, chief revenue officer, Media Solutions, Comcast Advertising.

The platform includes expanded attribution capabilities through partnerships with companies including Mastercard, Clarivoy, DISQO, Dynata, Fandango and S&P Global Mobility, enabling measurement across brand, visitation and transaction metrics.

Comcast Advertising also announced a partnership with Amazon Ads that provides local and small-to-medium-sized advertisers access to Prime Video inventory. The integration uses Amazon DSP to enable programmatic buying and geographic targeting.

The company said the combined offering allows advertisers to execute campaigns across linear, addressable and streaming environments, with centralized reporting through a dashboard called myResults.

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“With the launch of Outcomes+, we’re advancing our work to level the playing field,” said James Rooke, president of Comcast Advertising. “For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches.”