Ad Measurement: From Impressions to Attribution

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.
Talk by: Joe Walsh and Derek Sugden
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