The deal will allow VideoAmp to add data into its cross-platform measurement product -- one that deduplicates viewership from data from set-top boxes and viewership from smart TV sets.

The companies say the deal will “help solve for the fragmentation in audiences that continues to accelerate as streaming increases.”

In 2021, Comcast cable systems ended the year with around 18.5 million subscribers.

VideoAmp now has a total U.S. data footprint of 63 million devices for linear TV viewership. This includes set-top boxes from pay TV providers (Frontier Communications, Dish TV and now Comcast) and data from Automatic Content Recognition (ACR) providers via smart TV sets.

Recently, VideoAmp has worked with media sellers, including ViacomCBS and WarnerMedia, to test alternate media currency as well as engaging in beta-test efforts with five major ad-agency holding companies

For many years, Comcast has been reluctant to share its set-top-box video data.

Then starting in 2018, Comcast struck a deal with Nielsen to deliver anonymous usage information from its pay TV set-top boxes for use in Nielsen’s local TV measurement products. Comcast was at the time the fourth major pay TV operator to do so.

Then two years ago, in 2020, Comcast made a major set-top-box data deal with Nielsen rival Comscore to enrich its data-measurement business.