Comcast Advertising announces international expansion
April 28, 2025
Comcast Advertising, the advertising arm of Comcast, has announced the expansion of its international business, including a newly launched Media Solutions division, to align with the evolving needs of global clients and streamline media buying for advertisers across its portfolio of inventory.
Internationally, Comcast Advertising’s new Media Solutions team will sell the media solutions previously offered by AudienceXpress (which will now operate under the Comcast Advertising brand), as well as working with premium publishers across the UK, US and Europe, including NBCUniversal’s video inventory across streaming, FAST and traditional TV platforms.
FreeWheel, the technology platform for the premium video advertising industry, is also part of the Comcast Advertising infrastructure and will continue to offer its core monetisation technology for premium video publishers, internationally.
Spearheading the growth of Comcast Advertising outside of the US, Thomas Bremond (pictured), former SVP & CRO, International for FreeWheel, will take on a new role of Managing Director, Comcast Advertising, International.
“This evolution of our brands signifies our mission to continually strengthen the advertising ecosystem and simplify our clients’ experience,” said Bremond. “In particular, these moves will empower greater collaboration across Comcast, including Comcast Advertising, NBCUniversal, and Sky, which will unlock easy access to powerful solutions using some of the most premium content in the world, at scale.”
Powered by FreeWheel’s technologies, these solutions will allow global advertisers to run multi-market, multi-screen campaigns across traditional TV and all streaming platforms. These campaigns can be targeted by audience or geography and will draw upon the latest available tools to deliver and measure full-funnel results — a growing focus for advertisers of all sizes.
“Our goal is to give advertisers what they have been asking for — the ability to access premium video more efficiently and cohesively, using the most innovative technology and performance-driven solutions in the industry,” said James Rooke, President, Comcast Advertising. “In the US, the launch of the Universal Ads platform earlier this year is one example of this. We are excited to talk with advertisers about this new scaled opportunity to easily access the premium video category across the globe.”
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