DISQO and Comcast Advertising have announced a strategic partnership that seeks to revolutionize measurement for television and streaming ads. This partnership will see DISQO’s deterministic attribution technology integrated into Comcast Advertising’s recently launched Outcomes+ platform. This will enable brands to make direct connections between television and CTV ad exposure and business outcomes such as brand lift, search volume, and physical visitation. This partnership seeks to solve one of the biggest challenges in the advertising industry: measuring television investments.
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With the power of Comcast’s first-party data and multiscreen capabilities, and DISQO’s real-time measurement intelligence, advertisers will now be able to better understand the effectiveness of their campaigns in a more timely manner and optimize media investments more accurately. This partnership has significant implications for the B2B advertising and marketing technology industry, as it further reinforces the move towards outcome-based media buying where every ad dollar has a definitive and measurable outcome. Advanced attribution has now been made possible in linear TV, streaming, and connected TV, and this latest move will enable marketers to make more informed decisions with TV advertising measurement now on par with the standards established in digital marketing.
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