Observed Signal · Jun 9, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 4/5 · Sentiment: Positive
Comcast and Affinity Add Purchase Data to TV Ads
Comcast Advertising announced a strategic partnership with Affinity Solutions to integrate Affinity’s deterministic credit and debit transaction data into Comcast Advertising’s AI-powered audience engine within Outcomes+. The integration will combine Comcast viewership data from over 30 million households with Affinity’s transaction-level dataset covering 100M+ consumers across thousands of brands and merchant categories. Advertisers will be able to build audiences based on verified purchase behavior, find incremental households across linear and streaming inventory, optimize spend for incremental reach, and measure campaign impact by linking ad exposure to post-campaign purchases both in-store and online. Comcast and Affinity emphasise the privacy-centric household-level linking and the ability to close the loop on real-world business outcomes.
Major platform (Comcast Advertising) is integrating deterministic purchase data for TV audience activation and measurement, improving cross-channel measurement and enabling advertisers to target and prove real-world outcomes — a significant capability for the ad industry.
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Key Takeaways & Evidence Grounding
- Comcast Advertising announced a strategic partnership with Affinity Solutions to integrate Affinity’s transaction data into Outcomes+.
- Comcast will combine viewership data from over 30 million Comcast households with Affinity’s dataset covering 100M+ consumers.
- Integration enables audience building from verified credit and debit card spending to target category buyers, competitor customers, lapsed purchasers and high-value spenders.
- Advertisers can measure campaign performance by linking Comcast household ad exposure to post-campaign purchase activity in Affinity’s transaction database.
- Quoted executives include Dawn Lee Williamson (Chief Revenue Officer, Media Solutions, Comcast Advertising) and Damian Garbaccio (Chief Commercial and Marketing Officer, Affinity Solutions).
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Comcast Advertising launches Outcomes+ for TV measurement
Comcast Advertising launched Outcomes+, a cross-screen targeting and attribution solution for traditional and streaming TV. Outcomes+ combines Comcast’s deterministic household data with AI-powered activation products (including an AI proposal assistant, LENS audience-discovery, and Blockgraph On Demand) and integrates measurement partnerships to deliver full-funnel attribution. The solution leverages data from more than 30 million Comcast households (over 100 million authenticated viewers) and extends reach through publisher and platform partners to more than 300 million viewers. Comcast also announced a partnership with Amazon Ads that gives local and SMB advertisers programmatic access to Prime Video via Amazon DSP. Outcomes+ pairs with FreeWheel for campaign execution and introduces a myResults dashboard for unified campaign and attribution insights. Comcast cited partner measurement results (e.g., MINI USA lifts and a Polk Signals auto purchase uplift) as examples of impact.
Claritas Integrates Audience Intelligence into Comcast Outcomes+
Claritas and Comcast Advertising announced a strategic partnership to embed Claritas’ audience data, identity graph, and measurement capabilities into Comcast Advertising’s Outcomes+ platform. The integration gives marketers direct access to Claritas segments (PRIZM® Premier, P$YCLE® Premier, ConneXions® Premier and multicultural segments), more than 10,000 behavioral and demographic attributes, and Claritas’ identity graph that links 600M+ devices to over 255M people. Outcomes+ will support cross-channel attribution, incremental lift analysis, and real-time performance visibility to help advertisers build, activate and measure audiences across premium video in a single workflow. Comcast Advertising and Claritas said the collaboration aims to improve audience precision, manage reach and frequency, and make premium video buying more measurable and accountable for marketers.
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.
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