The news: Comcast Advertising launched a new tool at IAB’s 2026 NewFronts that gives advertisers access to better targeting and attribution across the company’s streaming and premium TV properties.
The tool, dubbed Outcomes+, delivers results using AI-powered tools that pull from Comcast’s first-party data and attribution products.
- Advertisers gain the ability to deliver outcomes-based measurement from the top of the funnel to mid- and lower-funnel visitation and search data through new partnerships.
- A new dashboard known as MyResults gives clients simpler access to campaign insights to assess the impact of investment across streaming, TV, addressable, and sports.
- Outcomes+ offers AI-powered activation products, including a proposal assistant to customize campaign schedules; LENS, an audience discovery engine to target households with no or little exposure to TV campaigns; and Blockgraph on Demand, which lets advertisers match first-party data to Comcast’s data.
- The debut also includes a new Amazon Ads partnership that unlocks access to Prime Video. Local and SMB advertisers now gain programmatic access to premium streaming content, with messages customized using geographic data.
The new technology “is designed to reach audiences through a single campaign across destinations and then measure it accordingly,” Angelo Lopipero, VP & Head of Sales Development at Comcast Advertising, told EMARKETER.