Comcast Launches Signal Authentication Service

Comcast Advertising, the ad division of Comcast Cable, has launched a new solution called the Signal Authentication Service, which it says will improve the accuracy of cross-screen reach and frequency analysis.

Using Blockgraph technology the new industry solution promises measurement companies and platforms accurate data for reach and frequency measurement, cross-device frequency optimization and attribution measurement. Partners submit ad logs, web analytics or attribution data and receive back verification that the ad exposures or events were delivered to an authenticated residential household.

Comcast says current performance reporting relies on identifiers such as IP addresses to link campaign events across platforms, and measure and de-duplicate exposure - but points out that IP addresses rotate regularly, on average 1% per day, causing 'significant errors' when accumulated over a two-week campaign, for example.

Larry Allen (pictured), the division's VP & GM, Data & Addressable Enablement, comments: 'The inaccuracy of today's media reporting is greatly impacting advertisers' ability to truly understand which parts of their media is actually providing value and the increasing amount of signal loss is further exacerbating this'.

Dynata is among the partners making use of the new service, and its VP of Measurement and Data Solutions Becky Harris says the partnership 'delivers a new level of precision to CTV campaigns'. She adds: 'Our clients gain actionable insights from our brand lift surveys, tied directly to verified ad exposures. This data-driven approach empowers them to optimize their media investments and drive better results'.

Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation, and is online at www.comcastadvertising.com .