Observed Signal · Mar 27, 2026 · Product Launch · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
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.
Introduces a cross‑TV measurement/activation product from a major media owner and opens Prime Video inventory to local/SMB buyers via Amazon DSP — affecting CTV measurement, attribution and local programmatic buying.
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Key Takeaways & Evidence Grounding
- Comcast Advertising launched Outcomes+ at the IAB NewFronts on 2026-03-27.
- Outcomes+ uses AI-driven activation plus deterministic data from more than 30 million Comcast households, representing over 100 million authenticated viewers.
- Comcast expanded measurement partnerships with Mastercard, Clarivoy, DISQO, Fandango and S&P Global Mobility's Polk unit.
- Comcast Advertising partnered with Amazon Ads to allow local and SMB clients to buy Prime Video inventory through the Amazon DSP with geographic customization.
- Outcomes+ features LENS (audience discovery), Blockgraph On Demand (self-serve first-party data matching) and the myResults unified investment/attribution dashboard.
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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.
Comcast Advertising Profile: Effectv, FreeWheel, Peacock Ads
This State of Streaming publisher page profiles Comcast Advertising, the advertising arm of Comcast Corporation. It highlights Comcast’s ad businesses — including Effectv (linear addressable), FreeWheel (CTV) and Peacock ads — and notes a 60M+ set-top box footprint. The profile categorizes Comcast Advertising under data & measurement and lists related corporate properties (Ampersand DSP, FreeWheel SSP, Peacock Streaming App, NBCU Data & Measurement, Xumo Play, Sky Go, among others). The page also references recent SOS coverage, including a March 27, 2026 case study about Outcomes+ and Prime Video access for local buyers. The content serves as an informational directory entry rather than a news article or technical release.
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.
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