Overall, the industry is going through a broader shift as media companies compete with tech companies, and this is just the latest step.

“We’ve been in the midst of digital transformation for two decades, and now traditional media players have an ecosystem—streaming—that provides all the targeting advantages of digital platforms with the best content for brands to be associated with,” Zamuner said. “With generative AI making advances in the development of video creative, [Comcast] is eliminating the last point of friction. It’s great to see advertisers have more choice and more power. The collaboration among media companies allows them all to win a greater share.”