Syno's Data Integrated with Comcast Advertising

Vilnius, Lithuania-based consumer data firm Syno International has announced a strategic partnership with Comcast Advertising, which it says will 'transform TV measurement across the advertising industry'.

Comcast is the parent of NBCUniversal and Sky. Its advertising division includes ad sales unit Effectv, which helps clients connect with their audiences across screens using advanced targeting and campaign measurement; and media and tech arm FreeWheel. The division's existing partners include Dynata and Comscore.

Syno employs around 50 people in eleven offices worldwide, including in Sweden, Norway, Poland and Singapore. Its Syno Cloud platform connects a range of products for collecting, managing and visualizing consumer data, including survey tools, panel and rewards management, research automation, audience measurement, a data lake, and fieldwork management capabilities.

Syno's data collection and analytics platform will now be integrated with Comcast Advertising's Signal Authentication Service, which aims to provide measurement companies and platforms with a reliable identity signal for multiple privacy-centric uses, to deliver a single-source measurement solution for broadcasters and advertisers alike. The partners claim the integration with Syno's 'rich data sets and survey capabilities' will allow advertisers to measure the performance of their streaming and cross-device video campaigns in real time and 'with unprecedented accuracy', at scale across close to 32 million households, as well as providing actionable insights to optimize media investments and marketing strategies.

Syno CEO Jokke Nurminen comments, 'By integrating Comcast Advertising's Signal Authentication solution with our Syno platform, we are offering a game-changing capability that will redefine how measurement is approached in the industry'. Larry Allen, VP & GM of Data and Addressable Enablement at Comcast Advertising, adds: 'We are excited to collaborate with Syno International to enhance capabilities in audience-based measurement by providing the industry with stronger identity resolution for media campaigns. This partnership not only delivers a standard of accuracy that has not been available in the market until now, but also helps marketers gain deeper insights into consumer behavior'.

Web sites are at www.synoint.com and www.comcastadvertising.com .