Streaming Advertising

Brands can now advertise on premium Comcast Linear TV inventory alongside streaming through Universal Ads for the first time.

New centralised hub by FreeWheel lets partners build once, deploy broadly to quickly deliver CTV-first and AI-powered solutions to premium publishers.

Context Engine is designed to help publishers monetise their programming more effectively, such as differentiating content and unlocking previously blocked budgets, while maintaining full control over their inventory classification.

The DISQO partnership enables Comcast Advertising to scale measurement across all its media platforms - linear, addressable, streaming, and CTV.

New MCP Server and Intelligence Tools automate negotiation, optimisation, and execution, advancing FreeWheel’s mission to modernise premium video transactions.

Netflix continues to shore up its ad-tech offerings, which it calls the Ads Suite, through partnerships with players in the category that have more historic industry know-how and a deeper trove of data signals to draw on.

The partnership is designed to support leading political activation partners, including MiQ’s dedicated political division, enabling agencies and campaigns to operationalise Proximic Political Audiences at scale across premium CTV inventory.

As digital attention fragments and performance pressure intensifies, marketers are repositioning television — not as a legacy branding channel, but as a measurable growth engine built for accountability.