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SAN FRANCISCO, JUNE 26-29
VIRTUAL, JUNE 28-29
  • Sessions
Watch on demand

Ad Measurement: From Impressions to Attribution

Thursday, June 29 @12:30 PM
Attending in person? Add to your schedule ↗

Overview

Effectv, the advertising sales division of Comcast, delivers linear and digital advertising to help advertisers reach potential customers. In this session, Joe Walsh, Director of Attribution and Measurement and Derek Sugden, Ad Measurement Lead, will discuss their team's journey of measuring the impact of advertising campaigns on customer behavior by combining Comcast's household-level exposure data with various types of third-party conversion data sourced externally.



 



They will highlight the challenges of sharing and receiving data securely while preserving customer privacy, and share how they have implemented the ability to restrict roles and usage of a cluster to ensure in-memory processing only for ephemeral use while the cluster is active. They will also share how they plan to leverage new features in Databricks to improve data security and transaction seamlessly, while further protecting customer's information.


Type

  • Breakout

Experience

  • In Person

Track

  • Data Sharing, Databricks Experience (DBX)

Industry

  • Media and Entertainment

Difficulty

  • Intermediate

Duration

  • 40 min
Download session slides

Session Speakers

Headshot of Derek Sugden

Derek Sugden

Ad Measurement Lead – Measurement & Attribution

Effectv

Headshot of Joe Walsh

Joe Walsh

Director of Measurement & Attribution

Effectv

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