Comcast to Tap Set-Top Data for Advanced Advertising Service

NBCU+ Powered by Comcast ‘open for business’

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NBCUniversal on Thursday unveiled “NBCU+ Powered By Comcast,” a platform designed to sell targeted ads to video-on-demand users while offering clients insights culled from anonymized subscriber set-top box data.

The media conglomerate said the new service would help optimize national campaigns across the NBCU linear TV portfolio by providing greater insights into viewer usage patterns. Naturally, the $64,000 question is, will Comcast’s 21.7 million video subscribers worry about their data being tapped?

While Comcast’s terms of service don’t appear to have changed recently, it’s not entirely clear if the company is obligated to do so.

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