Key Takeaways:
- Amazon Ads now offers up to five years of purchase signals for brands using its data clean room, providing deeper insights into customer behavior.
- Comcast launched a cross-publisher ad solution with Universal Ads, enabling advertisers to buy premium video content from multiple top media companies at scale.
- The platform offers a free TV ad-buying tool, direct access to premium video, and a marketing API for custom application building.
CES 2025, the world’s largest tech showcase, has seen some significant reveals so far, from Sony Honda Mobility’s first model to X ramping up marketing efforts for brands.
Amazon Ads also joined in by revealing that brands who use its data clean room can query up to five years of purchase signals, compared to the previous limit of just 13 months.
This means that brands can now access a clearer reflection of their business outcomes and customer behavior — something particularly valuable for those who sell seasonal or longer-life cycle goods.
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Another bombshell development is the launch of an “industry-changing, cross-publisher” advertising solution for the premium video category by global media and technology giant Comcast.
In a nutshell, any advertiser can now buy premium video directly from some of the “most prestigious media companies today at scale” — just as easily as they would buy from social media platforms.
This is thanks to a partnership between Comcast and Universal Ads, a one-stop TV advertising platform, offering:
- Universal Ads Manager: A free self-service, easy-to-use TV ads buying tool
- Direct access to premium, brand-safe video that reaches more than 90% of U.S. households
- A marketing API to allow developers to build reporting, measurement, creative generation, and other applications
- Plans to offer free, automated AI creative production of TV commercials
This solution makes it easy for businesses to access TV ads, use tools to create and measure campaigns more effectively, and ultimately, widen their audience reach.
Simpler and Scalable Advertising Solutions
This is Comcast’s first-ever cross-industry move at this scale, with A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo as launch partners — and more on the way.
In a statement, Comcast’s Advertising President James Rooke said Universal Ads has been “purpose-built” to what advertisers have been asking from Comcast.
“That is, make TV simpler to buy, scale, and measure in a way that is compatible with the needs of performance marketers, and really, all marketers. Comcast has tremendous assets across tech, media, and data. Universal Ads brings those assets together in a way that has never been done before.”
Comcast's 2024 survey revealed that 89% who have never advertised on TV are willing to do so.
And with Comcast’s announcement, now would be a good time to partner with a top video production company to help create the right content.
This year's CES will also focus on how AI is redefining the future of marketing — from how brands can deliver more personalized messaging to creating immersive campaigns that leave lasting impressions.
