Comcast To Harness Audience Data From Set-Top Boxes

What Happened
Comcast is reportedly in talks with some TV networks and measurement firms to license audience viewing data gathered from the set-top boxes and streaming apps used by its millions of cable subscribers. As the nation’s largest cable service provider, Comcast says it believes licensing its data could help bolster the TV ad market with improved targeting capabilities.

What Brands Need To Do
As TV advertising continues to be eroded by the rapidly growing spend on digital ads, Comcast is hoping that its viewing data can help media owners gain further insights into audience behaviors and better compete with their data-rich digital rivals such as Google and Facebook. Therefore, brands should keep an eye out for the new types of viewer data and resulting targeting options that may soon become available.


Source: Wall Street Journal