Xumo, the joint venture between Comcast and Charter Communications, has launched a new advanced identity solution to enhance advertiser capabilities across its streaming platform. This privacy-focused tool integrates proprietary and third-party data for precise audience targeting, better measurement, and transparency in streaming ad campaigns.
Quick Intel
The solution leverages Xumo's extensive streaming footprint across devices, smart TVs, and ad-supported channels to deliver scalable, privacy-conscious advertising.
Enhanced Identity Infrastructure for Streaming Ads “We built this solution alongside the industry’s leading data and identity innovators to deliver measurable outcomes for advertisers,” said Jiro Egawa, Senior Vice President, Platform Growth and Monetization, Xumo. “By working hand in hand with leaders like TransUnion, The Trade Desk, and LiveRamp, we’re ensuring advertisers can activate data seamlessly, confidently, and at scale.”
Privacy-First Collaboration Benefits "Advertisers need solutions that balance precision with privacy, and that’s exactly what this collaboration delivers,” said Julie Clark, Senior Vice President of Media and Entertainment, TransUnion. “By combining TransUnion’s trusted identity data with Xumo’s advanced capabilities, we’re helping brands reach the right audiences more confidently and responsibly."
Core Components of the Identity Layer Xumo's infrastructure integrates:
This creates a robust identity layer supporting richer ad requests and superior campaign performance.
Opportunities in Premium Streaming Environments With millions of viewers engaged in news, sports, entertainment, and lifestyle content, Xumo provides advertisers access to large-scale, brand-safe audiences. Seamless integration with ad tech platforms ensures operational flexibility on a privacy-first foundation.
The launch positions Xumo to help brands navigate signal loss and privacy regulations while driving effective streaming ad investments.
About Xumo
Xumo, a joint venture between Comcast and Charter, was formed to develop and offer a next-generation streaming platform for the entire entertainment industry. The company consists of three primary lines of business: Xumo devices, Xumo Play, and Xumo Enterprise. Powered by Comcast’s global entertainment platform, Xumo devices feature a world-class user interface that includes universal voice search capabilities, making it easy for consumers to find and enjoy their favorite streaming content. Xumo Play is a free ad-supported streaming TV (FAST) service with hundreds of ad-supported linear channels and on-demand options that anchors the free content offering on Xumo devices and is also available as an app on other major streaming platforms. Xumo Enterprise is the business-to-business arm of the joint venture, providing content makers, distributors and advertisers with tools and services to make FAST content more accessible.
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