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Comcast’s streaming service is about targeted advertising

February 26, 2019 / Ben Munson

Comcast/NBCUniversal will soon join the ranks of media companies distributing content directly to consumers through streaming services. But for Comcast, the move isn’t really about subscription revenues.Comcast CEO Brian Roberts, speaking at the Morgan Stanley Technology, Media and Telecom Conference, said his company has yet to achieve all its ambitions regarding targeted, direct advertising.“We still do most of [our advertising] through the broadcast and cable technology where we all experience the same thing,” said Roberts. “We’re not giving you an intelligent ad. These streaming platforms have that capability.” Comcast is planning to launch its ad-supported streaming service in 2020. The service will draw on NBCUniversal’s content library along with licensed content and original programming. It will run on top of Comcast and Sky’s technology platforms and will be made available at no cost to NBCUniversal’s pay TV subscribers in ...