Comcast’s adtech business has announced the relaunch of its multi screen media solution, along with the rebrand of its Freewheel division.
The platform, which is being launched under the branding of AudienceXpress, promises to automate the way advertisers reach audiences across screens and offers several differentiating features.
These features include the ability to measure and report on campaigns in near real-time, integration with major MVPDs, use of aggregated Comcast viewership data, and advanced incremental reach.
Comcast has also announced that FreeWheel Media, the media solutions team within FreeWheel, will now be uperate under the AudienceXpress brand. The company acquired AudienceXpress in 2015 along with its parent company VisibleWorld.
Brian Wallach, Head of Revenue, AudienceXpress, said: “AudienceXpress offers advertisers scaled premium TV advertising across screens. In addition, decisions are guided by high-quality data that helps us plan better, measure more accurately and most importantly, help our clients act on those results. At AudienceXpress, as the name implies, we are continuously and quickly providing updated results on audience delivery and performance, then adjusting as needed to maximise success.”
Pooja Midha, chief growth officer, Comcast Advertising, said: “Our advertising technology has advanced significantly over the past few years, and the AudienceXpress name perfectly reflects the fit between our solution and the growing need for advertisers to easily reach specific audiences – not just demographics – across all screens.
“That is exactly what this solution does. With AudienceXpress, advertisers can reach their audiences on premium inventory at scale with white-glove service and an industry-leading delivery rate. In a complicated and fragmented marketplace, AudienceXpress provides direct, easy and scaled access to the premium TV audiences that matter.”