Comcast Advertising will integrate purchasing data from Affinity Solutions into LENs, its AI-powered audience discovery engine, the firms
announced, TVTechnology reports. The arrangement combines viewership data from over 30 million Comcast households with Affinity’s transaction-level dataset of more
than 100 million consumers in a privacy-centric way. “Advertisers increasingly want to plan and buy media based on real consumer purchase behavior, not proxy metrics like clicks,” said
Dawn Lee Williamson, chief revenue officer, media solutions, Comcast Advertising.
Read the whole story at TVTechnology »