NEW YORK —  A Comcast Advertising company has partnered with Epsilon, a global advertising and marketing technology company, to introduce a new capability for enhancing audience-based, convergent television buying.

Epsilon is now able to tap into AudienceXpress’s reach, scale and expertise across the Connected TV sector. This partnership, Comcast says, “accelerates Epsilon’s clients’ ability to harness the power of their first-party data and Epsilon’s data with the insights from AudienceXpress to activate, execute and measure campaigns with a greater degree of accuracy.”

The Comcast Advertising shop adds, “This new partnership taps into synergistic strengths on both sides of the integration and allows marketers to enhance audience reach and drive scale across today’s fragmented, complex and dynamic TV ad landscape.”

“The TV ad marketplace continues to grow, evolve and shift constantly and dynamically, and so we recognized the need to provide a way for advertisers to find and connect with their audiences when, where and how they want to consume media,” said Katy Loria, CRO of AudienceXpress and FreeWheel, a global technology platform for the TV ad industry that is also part of Comcast Advertising. “This new partnership brings together some of the core strengths and assets of two key industry players to deliver a much needed way for advertisers to navigate and thrive in today’s TV ad ecosystem.”