Comcast NewFront 2026: Outcomes+
Key announcements
Outcomes+, a new solution that gives advertisers unparalleled targeting and attribution across the company’s premium TV and streaming inventory
New partnership with Amazon Ads
An AI-powered proposal assistant
LENS, a new AI audience discovery engine
The Three A’s
Comcast’s NewFront presentation from the IAB main stage on Wednesday was kicked off with a joke from host and Saturday Night Live cast member Mikey Day.
“Why did the advertising executive break up with her boyfriend of 10 years? … Lack of engagement.”
Interestingly, Comcast didn’t spend much of its allotted time talking specifically about content or engagement. While it did remind attendees that it was home to old-school premium content and live sports that is often delivered via its own Xfinity, the No. 1 provider of internet in the U.S., it focused most of the session on the three pillars of access, activation, and attribution.
And these three A’s were used to underpin its main announcement of the day, Outcomes+
Outcomes+
According to Comcast, Outcomes+ delivers enhanced outcomes with a portfolio of AI-powered products activated by the company’s first-party data and attribution products backed by best-in-class partnerships.
Outcomes+ seems to be, in part, a solution to the problem of more traditional companies like Comcast being “held to a higher standard” when it comes to measurement. The company also indicated that it’s often unfairly left out of last-click attribution. “For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches,” said Comcast Advertising President James Rooke. “With our access to premium content from the most important players in media—which now includes Amazon, more sophisticated AI-driven activation products powered by Comcast’s data, and our investment in advanced outcome measurement, we’re on a mission to redefine performance TV and deliver the clarity and accountability marketers deserve.”
The company described Outcomes+ as “an activation and attribution solution designed to help local to global advertisers target audiences from granular to broad, measure impact, and optimize campaigns. The solution is powered by deterministic data from more than 30 million Comcast households — representing over 100MM authenticated viewers. This scale is further strengthened by partnerships with premium publishers, distributors, and streaming platforms that extend Comcast Advertising’s reach to more than 300MM viewers.”
“With AI driven precision and premium quality data, Outcomes+ empowers advertisers to find the right audiences and measure outcomes across the entire funnel,” said Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising. “Because real impact happens throughout the journey, not only at the last click.”
(Williamson and Rooke did the bulk of the Outcomes+ pitch via a pre-recorded session with Seth Meyers in the Late Night With Seth Meyers studio.)
Outcomes+ deliver outcomes-based measurement from top-of-the-funnel brand metrics to mid- and lower-funnel search and visitation metrics through new and expanded partnerships with companies like Mastercard, Sojern, Clarivoy, DISQO, Dynata, Fandango and others.
Mastercard SVP Hania Faridi took to the stage to highlight a case study in which its Comcast partnership boosted results for Papa Murphy’s Pizza in Oregon.
Amazon Partnership
Comcast was the third company of the NewFronts week to announce a new or expanded partnership with Amazon Ads. According to the company, Comcast Advertising’s local and SMB business advertisers will now have access to Prime Video, delivering programmatic access to this premium streaming inventory.
AI-Driven Products
Comcast also took the opportunity to announce a handful of other ad products.
An AI-powered proposal assistant that enables the creation of more customized campaign schedules, helping advertisers optimize reach, efficiency, and precision from the start.
LENS, a new AI audience discovery engine that allows clients to identify and target households with no or light exposure to national TV campaigns.
Blockgraph On Demand, a self-service platform that allows advertisers to match their first-party data to Comcast’s data.