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Comcast’s Universal Ads has appointed David Shaw as Head of Global Expansion to lead the international rollout of its premium video advertising platform. Launched in the U.S. last year, Universal Ads enables brands of any size to create, buy, and measure high-quality video ads across premium inventory with the ease of social-style buying. Shaw will oversee market entry, commercial scaling, team building, and localization, starting with the UK in 2026.
David Shaw has a strong history of building and expanding advertising businesses internationally. At Twitter, he was part of the early commercial team that launched ads globally and later led partnerships in EMEA. He joined Snap as its first international ads product team member during the rollout of self-serve advertising. At TikTok, he drove the partner ecosystem strategy across EMEA, covering commerce, creators, measurement, and branded effects. Most recently at Reddit, he led the launch of the ads API, onboarding developers and scaling revenue.
"I'm excited to embark on this mission to establish Universal Ads as a best-in-class platform where brands can unlock true performance at scale on TV," said David Shaw. "I look forward to learning from the experienced leaders at Comcast and assembling a world-class team of experts to support marketers as they accelerate their journey into television."
Universal Ads simplifies premium TV advertising by offering brand-safe inventory from leading media companies, real performance signals, and zero unnecessary complexity—making TV accessible and effective for modern marketers.
"David brings an unparalleled blend of ad-tech leadership, product expertise and go-to-market experience," said Thomas Bremond, Managing Director, International, Comcast Advertising. "He has successfully launched and scaled platforms internationally and built high-performing teams across multiple territories. His fresh perspective and proven ability to work with advertisers and agencies of every size make him the ideal leader to accelerate Universal Ads’ growth across Europe."
“Our mission with Universal Ads is pretty simple: make TV work the way modern marketers need it to,” added James Borow, Vice President of Product Management & Engineering, Universal Ads. “That means premium inventory, real performance signals, intuitive tools, and zero unnecessary complexity. Expanding this proposition globally is incredibly exciting, and with David leading the charge, we’re confident we can help brands across the region turn TV into a true growth engine.”
About Universal Ads
Universal Ads enables any brand, of any size, to seamlessly make and buy commercials across premium video reaching new qualified audiences at scale. Universal Ads combines premium and brand-safe video content directly from the most influential media companies with the ease and familiarity of social ad buying. It is your one-stop shop for high-quality video ads delivering unmatched scale. Universal Ads is a part of the Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter.
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