Comcast Advertising's Outcomes+ Unifies TV Attribution With AI and Expanded Data Partnerships
The Development
Comcast Advertising launched Outcomes+ on March 25, 2026—a full-funnel targeting and attribution platform built on deterministic data from more than 30 million Comcast households representing over 100 million authenticated viewers, with total reach extending to 300 million viewers via publisher partnerships. The solution introduces three AI-powered products: an AI proposal assistant, LENS (an audience discovery engine targeting households with low national TV ad exposure), and Blockgraph On Demand for self-service first-party data matching. Attribution is supported by new and expanded partnerships with Mastercard for purchase insights, Clarivoy for auto visits, DISQO for brand and outcomes measurement, Fandango for movie ticket sales, and Polk from S&P Global Mobility for auto transactions. A separate Amazon Ads partnership gives Comcast's local and SMB advertisers first-ever access to Prime Video inventory—reaching an average U.S. monthly ad-supported audience of 200 million—executed via Amazon DSP. A MINI USA campaign using early Outcomes+ products delivered a 300% lift in brand favorability and 35% dealer conversion lift.
Our Take
The attribution gap between TV and digital has never been a technology problem—it's been a data custody problem. Digital platforms measured what they sold; TV measured what was convenient. Outcomes+ is Comcast's attempt to close that gap by controlling the attribution stack directly, rather than relying on third-party measurement vendors whose methodologies inevitably favor digital last-touch logic. The partner roster matters here: Mastercard spend data, Polk auto transactions, and Fandango ticket sales are outcome signals, not proxy metrics. That's a meaningful upgrade from impression-based proxies. The Amazon DSP tie-in for local and SMB advertisers is equally strategic—it extends Comcast's footprint into a buyer segment that has historically defaulted to Meta and Google for performance accountability. The real test is whether myResults, the new unified dashboard, delivers clean enough cross-screen attribution to actually shift budget allocation decisions. If it does, Comcast has built the measurement argument that premium TV has been missing.
The Exploit
Action Item
If you're a regional or SMB advertiser currently allocating performance budget exclusively to Meta or Google, request a Prime Video campaign proposal through Comcast Advertising before Q2 2026 upfront commitments lock in—this is the first access point at that buyer tier.