Comcast Could Soon Shake Up the Programmatic World

  Comcast

When Comcast’s ad sales division Spotlight revealed a partner deal with Rubicon Project earlier this month, it underscored the multiple system operator’s (MSO) push to power the TV buy through both programmatic and direct sales channels. It was a pivotal moment for Comcast. Digital advertisers for the first time could buy against 19 million subscribers across the desktop sites of Comcast’s Xfinity and Xfinity.TV brand. Although this does not yet include mobile programmatic sales, the cross-screen "TV Everywhere" evolution will only propagate it. While this helps broadcast networks further automate TV ad buys, there are still hurdles the broadcast networks need to address on their side. Adam Gerber, VP of sales development and marketing for ABC Television, pointed out barriers to total automation ABC has experienced.

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