NEWS

  Comcast Spotlight, the advertising sales division of Comcast Cable, has rebranded as Effectv (e-FEC-tiv), emphasizing its commitment to delivering measurable results for its clients. This name change follows a notable evolution of the company over the past year, including the rollout of new data-driven TV advertising strategies, targeting and attribution products, cross-screen capabilities and a self-service buying platform for advertisers. “Our new name, Effectv, reflects our commitment to drive better performance for our advertising clients,” said Marcien Jenckes, president, Comcast Advertising. “By applying data to television advertising in new ways, across all screens, and making it easier to buy than ever before, we’re transforming TV advertising. We combine the targeting and measurement of digital, with the reach and impact of television – an unbeatable combination.” As part of the rebrand, the company also announced the launch of two new products to...