Comcast Advertising has announced a strategic partnership with consumer purchase insights leader Affinity Solutions to integrate deterministic transaction data directly into the AI-powered audience discovery engine of Comcast’s Outcomes+ solution. By combining privacy-centric viewership data from over 30 million Comcast households with Affinity’s transaction-level dataset spanning more than 100 million consumers, the collaboration allows brands to move past traditional proxies and optimize their traditional, streaming, and addressable TV spend based on verified credit and debit card spending. The beauty of such a unified approach is that it allows advertisers to target proven category buyers or competitors’ customers with ease, and also to effectively measure the outcome of a campaign by connecting ad exposure to post-campaign online and in-store sales.
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The move to performance-driven metrics, Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising, stated: “Advertisers increasingly want to plan and buy media based on real consumer purchase behavior, not proxy metrics like clicks. 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.” Ultimately, this partnership bridges the long-standing gap between television exposure and actual purchase behaviors, arming modern marketers with the deep data infrastructure necessary to unlock true business outcomes and verify explicit return on investment.