The 2024 Comcast Advertising Report highlights the evolving multiscreen TV landscape. Viewers prefer big-screen streaming and live content, while advertisers embrace addressable TV and programmatic buying. Key priorities include brand safety, audience targeting, and improved measurement. Challenges like scaling within target segments and identity resolution persist. In 2025, growth in streaming, live events, and addressable advertising is expected, with a push toward simplified, results-driven partnerships. Data, media, and tech transparency will define success across platforms.

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