Dynata to Integrate Comcast Viewing Data

First-party data platform Dynata has signed an agreement with American multinational telecoms and media conglomerate Comcast, whose data will be licensed and integrated into Dynata's advertising solutions product suite.

Comcast brands include AudienceXpress, which taps data to deliver multiscreen TV advertising, with a total reach of more than 300 million viewers nationwide. Other brands include the Effectv ad sales division, and ad management solutions firm FreeWheel.

Through the deal, Comcast's aggregate viewing data and Dynata's real-time survey data will be combined, to help users assess the performance of their marketing activity across broadcast, cable streaming and addressable TV. The joint solution provides a single-source, consented, panel-based TV measurement approach, designed to improve marketers decisions around advertising performance, when comparing the relative strength of video assets' performance across all screens and devices.

Larry Allen, Comcast Advertising's VP & GM for Addressable Enablement, says the deal supports Dynata in helping marketers to measure the impact of their media investment and understand consumer perceptions, favorability and intent. Eric Sandberg, MD of Dynata's Global Advertising Solutions business, adds: 'This partnership reflects Dynata's commitment to delivering customer-centric solutions that enable more accurate insights, smarter strategies and more effective campaigns'.

Web sites: www.dynata.com and www.comcastadvertising.com .