Effectv, a privately owned advertising services company founded in 2003, is a subsidiary of Xfinity. Headquartered in the US, it employs approximately 2100 people. The company's primary business is providing multi-screen marketing solutions to local, regional, and national advertisers.
Comcast Spotlight, now Effectv, partnered with Prolifics on October 26, 2023 to automate advertising operations, addressing challenges related to increased ad volumes and manual processes. A new VP/GM started at KRON-4 in San Francisco, owned by Nexstar Media Group; this individual has 25 years of experience in media sales, marketing, and revenue generation. On an unspecified date, Effectv underwent a restructure alongside FreeWheel and Comcast Advertising, resulting in over 200 employee layoffs. The restructured entity will likely be named “Comcast Advertising”. Research indicates that news programming provides a trusted advertising environment, and that live sports programming attracts significant viewership, with 88% of Comcast households watching an average of 23 hours monthly.
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