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Justin Proffitt
Data Partnerships, Advanced TV, Data Strategy, Addressability, Business Development at Comcast Advertising
Justin Proffitt is a senior professional in the advertising technology industry, currently serving as a Senior Director at Comcast Advertising.1 He is an expert in ad tech, advanced TV, CTV (Connected TV), and data analytics.1
In his role at Comcast Advertising, Justin is responsible for:
- Managing data partnerships
- Driving data business development across the organization1
Previous Experience
Before joining Comcast Advertising, Justin held the position of Director of Custom Analytics at iSpot, a TV ad measurement company. In this role, he collaborated with colleagues on data science projects.2
Industry Insights
Justin actively shares insights about the advertising industry on his LinkedIn profile. He has discussed topics such as:
- Advertisers' concerns and excitement for 2024
- Media budget allocation plans for brands
- Marketers' approaches to measurement and attribution3
His posts often use the hashtag #measureup, indicating a focus on measurement and analytics in the advertising space.23
Justin Proffitt's expertise in ad technology, data analytics, and advanced TV makes him a valuable asset in the rapidly evolving landscape of digital advertising and television measurement.
Highlights
Every election season is high stakes, so it's never been more important to make sure you are getting the right message to the right audience, and measure the impact to make continuous improvements in this fast-paced election cycle.
Kudos to the Effectv team for rolling out a full suite of political capabilities that will help advertisers from planning, to post-campaign reporting.
Also special thanks to our amazing partner Dynata and particularly Scott Schafebook, Ira Citron, Eric Sandberg, and Becky Harris, MBA for bringing our post-campaign brand lift solution to life for political. They helped us craft a solution allowing our advertisers to measure advertising impact on upper funnel metrics such as candidate favorability or recall. Their ability to report daily and measure the impact of different creative types will allow everyone to optimize their message this season.
#measureup
Match rates do not equal accuracy rates.
-Residential IP is the signal in the home all of your devices will link back to.
-1% of IPs rotate per day on average.
Since TV transacts on a household level, if any of your cross-screen campaign includes TV, and you are working with an IP that has rotated, or is out of rotation, the amazing number of devices that “matched” that IP are now also wrong, because you are missing the correct home. Think that’s bad? Wait until you measure cross-screen 90 days later with all of those rotating IPs.
And remember, CTV campaigns are ad served on IP, not HH address or Hashed email.
Data accuracy matters.
#addresstheIPaddress #measureup #cookieless
