• by Wayne Friedman , July 6, 2022

Comcast Advertising -- which includes FreeWheel, Effectv, and AudienceXpress -- has promoted James Rooke to president.

Rooke had been the general manager of Effectv.

He replaces Marcien Jenckes, who is now a managing director of Comcast Advertising, heading up a joint Comcast-Charter Communications streaming distribution joint venture, which is looking to take on major streaming distributors including Roku and Amazon Fire TV.

Rooke has been at advertising and audience delivery company Effectv --where he drove revenue growth for addressable advertising and programmatic offerings for marketers -- since January 2020. ffectv uses first-party data to target advertisers’ audiences across linear TV, streaming, and video-on-demand platforms.

Comcast Advertising grew 8.7% in 2021 to $2.8 billion.

He was also general manager of FreeWheel Publishers, a division of FreeWheel.

At FreeWheel, Rooke helped design and launch a video marketplace allowing Comcast clients to trade digital video inventory and transact programmatically with media agencies and brand marketers.

Before coming to Comcast, Rooke worked at Time Warner Cable (now Charter Communications) as vice president of strategy and execution. He was also a principal in the media and entertainment consultancy at Capgemini, and prior to that, was associate consultant at EY (former Ernst & Young) in London.