Key Points
- Xumo launched a new identity solution designed to improve audience targeting, measurement and transparency across its streaming inventory.
- The platform combines Xumo viewership data with third-party identity and household data while maintaining a privacy-first approach.
- The move targets growing advertiser demand for scalable, addressable advertising in connected TV and FAST environments.
Xumo, the streaming joint venture between Comcast and Charter Communications, has launched a new advanced identity solution aimed at improving audience targeting, measurement and transparency for advertisers across its streaming inventory.
In a press release on Monday during the Consumer Electronics Show (CES) in Las Vegas, the company said its new offering allows advertisers to better connect with viewers across Xumo’s footprint of devices, smart TVs and ad-supported streaming channels while maintaining a privacy-first approach. The identity solution combines Xumo’s proprietary viewership data with verified third-party data sources, giving agencies and brands additional tools to improve campaign performance and return on investment.
“With today’s launch, Xumo can now offer advertisers more effective audience targeting, improved campaign measurement, and enhanced transparency, all while respecting consumer privacy,” Xumo executives said in the news release.
According to Xumo, the identity infrastructure integrates multiple data layers, including proprietary free, ad-supported streaming TV (FAST) channel viewership data, household and demographic data from TransUnion and third-party identifiers from The Trade Desk and LiveRamp. The system also incorporates first-party viewership data from Xumo devices, which the company said enhances interoperability and data activation across the advertising ecosystem.
“We built this solution alongside the industry’s leading data and identity innovators to deliver measurable outcomes for advertisers,” said Jiro Egawa, the Senior Vice President of Platform Growth and Monetization at Xumo. “By working hand in hand with leaders like TransUnion, The Trade Desk, and LiveRamp, we’re ensuring advertisers can activate data seamlessly, confidently, and at scale.”
TransUnion said the collaboration is designed to address advertiser demand for precision while maintaining consumer privacy.
“Advertisers need solutions that balance precision with privacy, and that’s exactly what this collaboration delivers,” said Julie Clark, the Senior Vice President of Media and Entertainment at TransUnion. “By combining TransUnion’s trusted identity data with Xumo’s advanced capabilities, we’re helping brands reach the right audiences more confidently and responsibly.”
Xumo said the combined data sets create a more accurate identity layer that supports richer ad requests, higher match rates and improved measurement for streaming campaigns. The company positioned the solution as particularly relevant for advertisers seeking scale in premium, brand-safe environments across news, sports, entertainment and lifestyle programming.
The launch comes as advertisers continue shifting budgets toward connected TV and ad-supported streaming, increasing demand for identity solutions that can deliver addressability without relying on traditional cookies. Xumo said its platform integrates with major ad tech partners, allowing agencies and brands to activate campaigns with flexibility while adhering to evolving privacy expectations.
