Koddi and Comcast’s Universal Ads Ink Deal to Target Streaming Ads With Commerce Data

Retail Media Networks

The tie-up aims to simplify TV buying with first-party audiences

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Advertisers have a new way to buy streaming ads using audiences of shoppers, thanks to a new deal between commerce media adtech company Koddi and Comcast’s self-service ad-buying platform Universal Ads.

The partnership makes streaming inventory from more than 20 publishers, including DirecTV, Fox Corporation, NBCUniversal, Paramount, Roku, and Warner Bros. Discovery available to advertisers buying through Koddi.

Brands can target specific audiences based on first-party data from any of Koddi’s retail and commerce media clients that opt in to the integration with Universal Ads, measuring the impact of campaigns using tools that connect the ads back to retail and ecommerce sales.

Kathryn Lundstrom

Kathryn Lundstrom is ADWEEK’s commerce and sustainability editor. @klundster|kathryn.lundstrom@adweek.com

Kathryn Lundstrom is ADWEEK’s commerce and sustainability editor.

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