Comcast Corp Expands Universal Ads with New Publisher Partnerships

On December 11, 2025, Comcast Corp announced a significant expansion of its Universal Ads platform. The company revealed that a new round of prominent third-party publishers has joined the Universal Audience Network, raising the total number of participating publishers to over 20. This strategic move aims to provide brands with enhanced avenues to engage qualified audiences at scale, all through a single, streamlined platform.

The latest additions to the Universal Audience Network include notable names such as Cox Media, Philo, Samsung Ads, Telly, and Vevo. These partnerships are set to create new opportunities for brands looking to advertise in premium video contexts, especially those who may be new to the television advertising space.

Adam Royle, Head of Publishers at Universal Ads, shared insights on the significance of these partnerships. He stated, “Universal Ads continues to make TV buying easy by consolidating fragmented, premium supply into one self-service platform, covering every major kind of high-quality viewing experience.” Royle emphasized the platform's commitment to growing premium video as a category and driving demand for its partners.

Joe Melaragno, Head of Channel Sales at Samsung Ads, expressed enthusiasm for the collaboration, highlighting the benefits of leveraging Samsung's extensive TV footprint. “Our partnership with Universal Ads not only enables advertisers to leverage our massive Samsung TV Plus footprint within the Universal Audience Network, but will deliver enhanced campaign efficiency with precision and scale,” he noted. Samsung’s nearly 60 million U.S. households represent a substantial reach for advertisers seeking to optimize their business outcomes.

The partnership with Universal Ads is not only beneficial for major brands but also for smaller businesses seeking to enter the television advertising space. Susy Schwede, Head of Product and Sales Enablement at Cox Media, remarked, “The Universal Ads partnership helps us empower brands to reach valuable audiences in premium video environments with greater ease and efficiency.”

Both Vevo and Philo echoed similar sentiments. Vevo's Vice President of Ad Tech & Programmatic, Matt Burgess, noted that the partnership allows indie agencies to access Vevo inventory in a self-serve capacity for the first time, thereby increasing flexibility in transaction processes. Aulden Kaye Yi, Head of Advertising Partnerships at Philo, highlighted their goal of connecting brands with engaged audiences through premium, brand-safe CTV inventory.

Telly’s President of Advertising, Seho Lee, also shared his excitement about the collaboration. He stated, “Telly’s dual-screen design and persistent Smart Home Screen create a deeper, daily relationship with the consumer, driving engagement far beyond traditional television.” This partnership is anticipated to unlock new capabilities for advertisers, enabling them to engage effectively with consumers on their largest screen.

The new publisher partners join an impressive roster that includes A+E, AMC Networks, DIRECTV, Estrella MediaCo, Fox Corporation, Fuse Media, LG Ad Solutions, NBCUniversal, Paramount, Roku, Scripps, Spectrum Reach, TelevisaUnivision, Vizio, Warner Bros. Discovery, and Xumo.

Universal Ads is positioning itself as a comprehensive solution for brands of all sizes to create, buy, and measure advertising across premium video landscapes. By consolidating resources and leveraging partnerships with leading publishers, Comcast Corp is enhancing the advertising experience for both brands and consumers alike. As the platform evolves, it stands to redefine how advertisers engage with audiences in an increasingly fragmented media environment.