At Cannes Lions, Jackelyn Keller speaks with Dawn Lee Williamson, Chief Revenue Officer at Comcast Advertising, and Damian Garbaccio, Chief Commercial & Marketing Officer at Affinity Solutions, about Outcomes Plus, closed-loop measurement, transaction data, and how premium TV is driving measurable business outcomes across the full marketing funnel.

Takeaways
Why deterministic transaction data is essential for accurate advertising measurement.
How Comcast's Outcomes Plus connects premium TV campaigns to real business outcomes.
The role of closed-loop measurement in optimizing campaigns across the marketing funnel.
Why premium video is evolving from a brand-building channel into a performance marketing channel.
How the Comcast and Affinity Solutions partnership helps advertisers measure and improve ROI.

Chapters
00:00 Introduction to Comcast Advertising and Affinity Solutions
00:40 Why measurement is critical to marketing success
01:20 Connecting transaction data, technology, and premium media
02:20 Affinity Solutions' data capabilities across key industries
02:51 Comcast introduces Outcomes Plus
04:15 How premium TV is becoming a performance channel
05:09 Why all media is now performance media
05:52 Defining success for the Comcast and Affinity partnership
07:20 The value of closed-loop measurement for advertisers
08:01 The future of measurable premium video advertising

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