1、Actionable Insights for the Modern Multiscreen TV AdvertiserSUCCEEDING IN A COMPLEX ADVERTISING ECOSYSTEMDear Reader,James RookePresident,Comcast AdvertisingSince our inaugural Comcast Advertising Report launched one year ago,the industry has maintained its breakneck speed of change.TV viewing conti

2、nues to proliferate across more screens and increasingly global distribution services,shift toward a more data-driven audience-first model and execute through more automated channels.And as a result,both buyers and sellers are faced with difficult questions about how to navigate this increasingly co

3、mplex world in a way that delivers on the needs of the two key constituents the marketer and consumer-while making the economics work across the media supply chain.The Comcast Advertising Report is designed to simplify the complexity by uncovering whats working for advertisers today.At a moment of t

4、ime where trusted,transparent and brand safe environments have never been more important,we hope these insights can help inform and educate.By analyzing data insights from FreeWheel,our advertising technology platform,and Effectv,our advertising sales division,we have a unique perspective into how v

5、iewers are viewing,how buyers are buying,and how sellers are selling TV advertising on all screens.The result is actionable advice and predictions for modern advertisers about how to optimize reach,optimize connection,and optimize results.In our industry,the only constant is change.But with the righ

6、t insightsyou can be ready for whats next.2023 Comcast.All rights reserved.Comcast confidential and proprietary information2The 2023 Comcast Advertising Report IHow Viewers Are Viewing How Buyers Are BuyingHow Sellers Are SellingFive Topics on the Mind of BuyersWhats Working for TV AdvertisersPredic