Tracer is working with Comcast’s Universal Ads to unify operational and revenue data across systems as the advertising platform expands its self-serve and AI-driven products, the companies announced on Friday.
The initiative created a centralized operational layer that gives Universal Ads teams real-time visibility into campaign delivery, advertiser investment, forecasting and revenue operations. The companies said the work is intended to improve data aggregation, activation and decision-making across the organization.
Universal Ads was built to make premium television advertising easier for brands to buy and measure across streaming and television environments.
“Universal Ads is built to make TV advertising as accessible and easy to buy as social — giving more brands a simpler way to create, buy, and measure campaigns across premium TV,” Universal Ads Vice President of Product Daniel Druger said on Friday. “Tracer has helped us build the connected data foundation we need to deliver on that vision at scale and continue moving quickly to bring new capabilities to market.”
The partnership comes as media companies and advertising technology platforms place greater emphasis on automation, operational speed, self-service tools and data interoperability.
Tracer said its work with Universal Ads helps convert fragmented data outputs into formats that can be used more easily for reporting, analytics and internal business systems. The effort is also designed to speed forecasting, reporting and revenue reconciliation while improving visibility across teams.
“AI is raising expectations around speed across every part of the advertising business,” Jeffrey Nicholson, the co-Founder and CEO of Tracer, said in a statement. “The companies moving fastest are the ones building operational environments where data, workflows and teams are connected in real time.”
Nicholson said those connected systems give companies more flexibility as the advertising market evolves.
