Comcast ad chief: ‘Lower-funnel’ operators taking credit amid shift to connected TV

“A tonne of credit is being taken by bottom-of-funnel providers for the value that is being driven by top-of-funnel tactics.”

That’s the view of Comcast’s president of advertising, James Rooke, who spoke to The Media Leader about the importance of accountability, choice and transparency as TV advertising transforms in the connected age.

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Rooke explained in depth the reasons behind Comcast’s ACT rallying cry at The Future of TV Advertising Global in December. That full speech is available here.

Comcast is the parent company behind NBCUniversal, which owns NBC, MSNBC, streaming service Peacock, as well as Sky in the UK and Europe.