Blockgraph

Comcast Launches Outcomes+, Adds Prime Video for Local Buyers

Comcast Advertising unveiled Outcomes+, a targeting and attribution suite for linear and streaming TV at the IAB NewFronts on March 27, 2026. Outcomes+ combines AI-driven activation with deterministic data from more than 30 million Comcast households (over 100 million authenticated viewers) and extends measurement via partnerships with Mastercard, Clarivoy, DISQO, Fandango and S&P Global Mobility’s Polk. Comcast also announced a partnership with Amazon Ads to open Prime Video inventory to Comcast Advertising’s local and SMB clients via the Amazon DSP, enabling geographic customization within a single national buy. New Outcomes+ tools include LENS (audience discovery), Blockgraph On Demand (first-party data matching) and a unified myResults dashboard. Comcast’s video footprint now includes NBCUniversal, Paramount, Warner Bros. Discovery, A+E, Roku, Peacock, HBO Max, Xumo Play and Prime Video.

Blockgraph Boosts Local TV Ads with Smart Data Solutions

Blockgraph’s OnDemand data onboarding platform, aimed at small and local advertisers, helps upload first-party data and match it to data from media publishers and ad tech platforms. The company announced two new features: Geo-Based Audiences, which lets advertisers target households in a specific market without IP tracking or CRM lists, and Collaborative Insights, a campaign reporting tool for advertisers and media sellers. OnDemand is framed as a 'matching and onboarding collaboration tool' rather than an ad-buying platform, with a self-serve data-upload flow. Blockgraph is a joint venture co-owned by Comcast, Paramount, and Charter Communications, signaling major media ownership on the platform. Comcast Advertising is an early adopter, using OnDemand to identify addressable households and layer ZIP-code data, and to generate ROAS reports after campaigns. A furniture retailer reportedly achieved a 13x ROI in a partnership based on first-party data matching, underscoring SMBs’ increasing data-driven approach to local TV and streaming advertising.

FAST Channels, CTV and AI Reshape Video Advertising

FAST channel proliferation and wider AI integration are forcing advertisers—particularly in regulated sectors like pharmaceuticals—to revamp video strategies toward performance-driven, privacy-first approaches. Debbie Makrakis, Vice President of Video Investment at CMI Media Group, says CTV combines brand-building and performance capabilities and that AI is becoming essential for measurement, creative, audience segmentation and first‑party data activation. Advertisers are shifting KPIs from impressions and clicks to lower-funnel metrics (consideration, conversion, sales, ROI, and script lift). CMI Media Group evaluates FAST suppliers for audience relevance, scale, content alignment and regulatory compliance, and recommends audience-first programmatic buys, contextual targeting and interactive CTV formats while maintaining human oversight and data-quality safeguards for AI use.