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Comcast Advertising, the largest multichannel video distributor, announced today that it’s providing media measurement company VideoAmp a license to use its TV set-top box viewership data for its platform in a multiyear contract. This will improve the accuracy of the company’s tools for advertisers in identifying TV audiences as it has more data to cross-reference on top of its access to viewership insight from other broadcast companies.
Comcast did not disclose the timeline of the deal.
Top line
According to Nielson, there were around 121 million homes with TVs in 2020 through 2021.
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