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Universal Ads Brings TV Buying into the Flow of Modern Media Buying

CMCSA
  • Universal Ads has launched a new Campaign Management category within its Business Partners Program to integrate TV advertising into existing brand media buying platforms.
  • Launch partners include Adlyse, Atrium, Concord, Kochava, Koddi, Olyzon, Orbee, Scale Up, SearchKings, Stellair AI, Topsort, & WorkMagic to enable TV activation within current workflows.
  • The initiative allows advertisers to build, optimize, & measure campaigns across search, social, & TV without switching tools or adding extra steps.
  • As an API-first & MCP-enabled platform, Universal Ads supports integration via the Universal Ads Manager, MCP integrations, the Universal Ads API, & partner platforms.
  • Daniel Druger, VP of Product, stated the goal is to let marketers plan, activate, & optimize TV alongside digital channels using the same tools.
  • Partners represent diverse categories including agentic buying, creative-led buying, measurement-driven solutions, commerce, retail media, & agency tools.
  • Joe Connolly of Topsort noted the integration provides an offsite channel for retail media networks to reach shoppers on premium TV within their existing workflow.
  • Frank Yang, CEO of WorkMagic, highlighted that the partnership enables brands to understand CTV spend ROI & use AI agents to automatically optimize based on incremental impact.
  • Advertisers are not required to buy through partners as they can also manage campaigns directly via the Universal Ads Manager or API.
  • Universal Ads operates with no markups, no upfront commitments, & no contracts.
  • Universal Ads is Comcast Advertising's self-service platform that combines premium video content with social-style ad buying for brands of any size.