Universal Ads integrates linear and streaming campaigns

Universal Ads, Comcast’s self-service advertising platform, has introduced linear television inventory, enabling advertisers to plan and execute campaigns across both traditional TV and streaming environments within a single interface.

The update provides brands with direct access to Comcast-owned linear inventory, expanding the platform’s existing streaming capabilities. Advertisers can now manage campaigns across formats while maintaining consistent measurement and control.

Combining linear and streaming in one platform

The addition of linear inventory aims to simplify how advertisers approach TV media buying by removing the division between broadcast and digital formats. The platform integrates both into a unified system designed to streamline campaign execution.

James Borow, General Manager, Universal Ads: "Viewers don’t think in terms of linear versus ‘streaming.’ Advertisers should not have to think about it either. With this launch, Universal Ads is delivering on its promise to bring the simplicity and sophistication of digital media buying to premium TV, backed by incredible scale, premium inventory, and industry-leading data capabilities."

Expanding reach and measurement capabilities

Universal Ads reports that its platform can reach up to 90 percent of U.S. households through Comcast’s footprint and a network of publishers, distributors and streaming platforms. This scale allows advertisers to extend campaigns across multiple environments while maintaining brand safety and consistent measurement.

The newly added inventory is available through Performance+ campaigns, which optimise delivery based on campaign objectives such as reach, frequency, online sales, app installs or call volume.

Supporting audience targeting and optimisation

The platform incorporates data-driven targeting tools, allowing advertisers to define audiences more precisely than traditional schedule-based buying. Campaign performance can also be monitored in real time, enabling adjustments during active campaigns.

Brian Leder, President at Ramp97: "Enabling our clients to effectively engage audiences across both streaming and linear TV has always been core to our strategy, but measuring true incrementality using existing technology platforms can be challenging. Having access to Comcast linear inventory through the Universal Ads platform to help find new audiences and better manage reach and frequency in premium environments creates significant value by helping our clients to connect with audiences that were previously difficult to target."

Ongoing platform expansion

Universal Ads plans to extend access to linear inventory further as part of its product development roadmap. The platform continues to grow its network of distribution and device partners, with the Universal Audience Network now including more than 20 publishers.

This expansion reflects broader efforts to simplify TV advertising workflows while increasing accessibility for brands seeking to reach audiences across both linear and streaming channels.

www.universalads.com

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