Comcast Advertising has struck a deal with intelligence firm Affinity Solutions to bring the company’s consumer purchase data into Comcast Advertising’s Outcomes Plus (stylized as Outcomes+) advertising platform.
Under the agreement, Affinity’s transaction data will be integrated into LENS, Comcast Advertising’s artificial intelligence-powered audience discovery engine that serves as a key component of Outcomes Plus.
The companies said the integration will allow advertisers to identify audiences based on verified purchase activity rather than relying on traditional digital metrics such as clicks or modeled intent signals.
“Advertisers increasingly want to plan and buy media based on real consumer purchase behavior, not proxy metrics like clicks,” Dawn Lee Williamson, the Chief Revenue Officer of Media Solutions at Comcast Advertising, said in a statement on Tuesday.
The partnership combines Comcast’s television viewership data from more than 30 million households — including those subscribed to Xfinity TV, Now TV and Xfinity Stream TV — with Affinity’s transaction database, which includes purchase information from more than 100 million consumers across thousands of brands and merchant categories.
Comcast said the combined datasets will enable advertisers to identify potential customers, target category buyers, reach customers who have purchased from competitors and reconnect with consumers who have stopped buying from a brand.
Advertisers will be able to measure the effectiveness of campaigns by linking television ad exposure to subsequent purchase activity. Using Comcast’s household-level viewing data and Affinity’s transaction records, marketers will be able to evaluate whether advertising campaigns led to in-store or online sales.
Another feature of the integration is audience optimization across television platforms: Comcast said advertisers will be able to identify incremental audiences across traditional television and streaming inventory, helping them direct budgets toward placements that expand reach rather than repeatedly serving ads to the same viewers.
The deal comes as advertisers continue demanding more precise measurement tools that connect media spending to business outcomes. Television companies have increasingly sought to position their advertising products as performance-oriented alternatives to digital platforms by offering more sophisticated audience targeting and attribution capabilities.
For Comcast Advertising, the Affinity partnership expands the data available within Outcomes Plus, which is designed to help marketers plan, activate and measure campaigns across linear television, streaming and addressable advertising environments.
“This partnership brings our consumer purchase insights directly into premium TV, proving that transaction data is just as powerful in television as it is in digital and retail media,” said Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions.
Garbaccio said the integration will give marketers a stronger ability to identify audiences, activate campaigns based on actual purchase behavior and measure business results.
