Comcast Advertising has unveiled its expanded international business operations, introducing a new Media Solutions division aimed at enhancing service for global clients and simplifying media purchasing. This strategic move launches the integration of media solutions previously provided by AudienceXpress, which now operates under the Comcast Advertising umbrella. The initiative includes collaboration with premium publishers in the UK, US, and across Europe, leveraging NBCUniversal’s extensive video inventory available on streaming, FAST, and traditional TV platforms.
Leading this expansion is Thomas Bremond, who transitioned from FreeWheel to assume the role of Managing Director at Comcast Advertising International. The goal is to strengthen the advertising ecosystem, facilitate collaboration within Comcast, and provide advertisers with seamless access to premium content at scale. FreeWheel will maintain its role in supplying monetization technology for premium video publishers.
This development empowers global advertisers to design and execute multi-market, multi-screen campaigns tailored to specific audiences or geographies, with a focus on achieving measurable outcomes. It aligns with Comcast’s broader strategy to deliver innovative, performance-driven advertising solutions, underscored by the recent launch of the Universal Ads platform. Highlighting this initiative, Comcast Advertising President James Rooke noted the increased opportunity for advertisers to engage with a diversified array of premium video content globally, meeting the rising demand for accessing high-quality video efficiently through advanced technologies.
