At CES on Monday, Comcast announced the launch of Universal Ads, a TV advertising platform that brings media companies together in a partnership to simplify access to premium video inventory.

According to Comcast, Universal Ads will allow advertisers of all sizes to buy premium video directly from some of the most prestigious media companies today at scale, as easily as they buy from social media platforms. Launch partners include Roku, A+E, AMC Networks, DirecTV, Fox Corporation, NBCUniversal, Paramount, TelevisaUnivision, Warner Bros. Discovery, and Xumo, with more to be announced in the coming months.

Plus, the platform is built on top of FreeWheel’s ad technology, which will allow ad buyers and sellers to do business all in one place.

Comcast executive James Grant will spearhead the Universal Ads initiative. On the product side, former Snap executive James Borow has been hired to lead the Universal Ads’ product and engineering teams in collaboration with the FreeWheel product and technology team.

The company noted that Universal Ads will specifically offer Universal Ads Manager, a free, self-service TV ad-buying tool; direct access to premium, brand-safe video that reaches over 90% of U.S. households; and a marketing API, which will enable developers to build reporting, measurement, creative generation, and other applications.

But what does the announcement mean for the industry overall? And how does it affect marketers?

Here are three things advertisers should know about Universal ads:

1. Universal ads will continue an industry trend toward SMBs

Ross Benes, senior analyst at eMarketer, said the announcement is a continuation of what’s already happening in the streaming space, where large media companies like Disney are placing more effort on small and medium-sized advertisers.

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