Comcast’s Universal Ads Names Measured as Strategic Incrementality Measurement Partner to Drive Performance and ROI Across Premium Video Advertising

Rhea-AI Summary

Comcast's Universal Ads has announced a strategic partnership with Measured, a leader in incrementality-based measurement and optimization. The collaboration aims to provide advertisers with performance insights and optimization capabilities for campaigns across premium video platforms.

The partnership enables brands using Universal Ads to access data-driven insights and measure the true impact of their media spend across premium inventory from major networks including A+E, AMC Networks, DIRECTV, Fox , NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo.

Universal Ads focuses on two main objectives: making TV advertising accessible and demonstrating its effectiveness. The platform integrates Measured's technology to provide objective, third-party incremental measurement, moving beyond traditional last-click attribution models to deliver science-backed analysis of media impact.

Positive

• Strategic partnership enhances measurement capabilities across premium video advertising
• Access to major network inventory expands advertising reach
• Implementation of advanced attribution technology improves ROI tracking

Negative

• None.

Insights

Media Technology Analyst

Comcast's Universal Ads partnership with Measured addresses a critical gap in premium video advertising. Traditional attribution models have historically undervalued TV advertising by favoring last-click attribution, which typically credits digital channels for conversions that TV advertising influenced earlier in the customer journey.

This collaboration introduces incrementality measurement to Universal Ads' platform, providing brands with data-driven insights to quantify the true impact of their premium video investments. For advertisers, this solves the long-standing challenge of proving ROI across premium inventory from major networks including A+E, AMC Networks, DIRECTV, Fox , NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo.

What makes this technologically significant is how it positions TV advertising to compete more effectively against social media platforms. By making premium video advertising both accessible and measurable, Universal Ads potentially shifts media budget allocations back toward premium environments. The integration effectively modernizes TV advertising measurement, moving beyond outdated attribution models toward a more holistic understanding of cross-channel performance.

Victory Snacks' testimonial confirms the market need for better TV measurement, indicating there's advertiser demand for solutions that bridge the accountability gap between traditional and digital channels. This partnership strategically enhances Universal Ads' value proposition by addressing both ease of use and effectiveness measurement simultaneously.

Advertising Investment Strategist

This partnership between Universal Ads and Measured represents a strategic enhancement to Comcast's advertising technology stack rather than a transformative financial development. While no specific revenue projections are provided, the collaboration addresses the critical challenge of attribution in premium video environments.

The partnership's value lies in potentially increasing adoption of Universal Ads' platform by performance-focused advertisers who previously struggled to justify premium video investments. By incorporating incrementality measurement, Comcast is attempting to capture advertising dollars that might otherwise flow to digital platforms with more established measurement capabilities.

For context, this fits within Comcast's broader strategy to diversify revenue streams beyond traditional cable subscriptions. The advertising technology space remains highly competitive, with numerous players offering attribution solutions. What distinguishes this partnership is its specific focus on premium video inventory across major networks.

From an investment perspective, this development is unlikely to move the needle significantly on Comcast's overall financial performance in the short term given the company's $139 billion market cap. However, it does demonstrate Comcast's commitment to evolving its advertising technology capabilities to maintain competitiveness in a rapidly changing media landscape where measurement and accountability are increasingly important to advertisers.

Partnership Will Enable Precise Media Measurement and Optimization and Unlock Revenue Impact for Ad Campaigns Across Universal Ads

NEW YORK--(BUSINESS WIRE)-- Universal Ads, which enables brands of any size to seamlessly make and buy commercials across premium video, announced a strategic partnership with Measured, the pioneer and leader of incrementality-based measurement and optimization. Through this partnership, brands buying across the Universal Ads platform will be able to get valuable performance insights into their campaigns and improve their overall media strategy using the Measured technology platform.

For advertisers looking to optimize their media buys across multiple channels, Measured is vital in helping marketers understand the true impact of their media spend so they can eliminate waste, scale what works, and drive meaningful business growth. By measuring across inventory available on Universal Ads, brands will be able to take these insights and adjust their investments to craft the ideal channel mix.

“When we conceived Universal Ads, we had two main goals,” says James Grant, General Manager at Universal Ads. “We wanted to make TV advertising easy, and we wanted to prove its effectiveness. By providing advertisers with the objective, third-party incremental measurement available from Measured, premium video advertising can finally get the credit it deserves for delivering on brands’ biggest goals.”

"This collaboration underscores Measured's position as the trusted measurement platform for top brands and agencies globally,” says Will Post, VP of Growth at Measured. “By working closely with Universal Ads, we are furthering our mission to provide the most advanced incrementality measurement and optimization solutions across all channels, redefining the modern measurement playbook for all advertisers."

In addition to making TV advertising as simple and friendly as social media advertising, Universal Ads is also ensuring that brands and agencies get the most data-driven insights into how their media performs across premium video.

With last-click attribution often taking the credit from TV ads for driving conversions, Measured goes beyond outdated attribution models by delivering a science-backed, data-driven approach to proving media impact so marketers can make smarter investment decisions. With Measured providing optimization and attribution insights, brands can be confident their media dollars are driving incremental and meaningful results across this premium inventory.

“Measuring the impact of our TV ad spend has always been way harder than social,” says Grant Cohen, CMO of Victory Snacks. “Universal Ads is changing that—making TV advertising not just easy to run but also showing us exactly how it’s driving incremental sales, which is a huge win for us.”

With Universal Ads, brands will have the ability to reach qualified audiences alongside premium content from major networks including A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo, with more to come.

About Measured
Measured is the pioneer and leader of incrementality-based media measurement and optimization. Since 2017, leading brands have used our AI-powered, all-in-one platform to manage, test, plan, and optimize over $20 billion in full-funnel media investments. Measured’s unique combination of automated experimentation, Media Mix Modeling, and industry-leading expertise helps marketers prove the incremental impact of their advertising and maximize ROI with unmatched ease, accuracy, and efficiency. For more information, visit https://www.measured.com/.

About Universal Ads
Universal Ads enables any brand, of any size, to seamlessly make and buy commercials across premium video reaching new qualified audiences at scale. Universal Ads combines premium and brand-safe video content directly from the most influential media companies with the ease and familiarity of social ad buying. It is your one-stop shop for high-quality video ads delivering unmatched scale. Universal Ads is a part of the Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250325586863/en/

Media Contacts:

Emily C. Miller

Comcast Advertising

Emily_Miller@comcast.com

Source: Universal Ads

FAQ

What is the strategic partnership between Universal Ads and Measured for CMCSA's advertising platform?

The partnership enables brands to measure performance and optimize media strategy across premium video advertising using Measured's incrementality-based measurement technology.

Which major networks are available through CMCSA's Universal Ads platform?

Universal Ads provides access to premium content from networks including A+E, AMC, DIRECTV, Fox, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo.

How does Universal Ads improve TV advertising measurement for CMCSA advertisers?

It provides objective, third-party incremental measurement beyond traditional last-click attribution, offering data-driven insights into media performance across premium video.

What are the main goals of CMCSA's Universal Ads platform?

Universal Ads aims to make TV advertising easy to execute and prove its effectiveness through objective measurement.