COMET will leverage AI and anti-fraud technology paired with data from COX enterprises to create an ecosystem that supports the transaction of impressions across all advertising channels
Cox Enterprises Inc. launched COMET (Cox Media Technology) –its technology arm and a unified programmatic platform that connects buyers and sellers across all advertising channels. COMET’s programmatic platform uses artificial intelligence and anti-fraud technology coupled with data from Cox major subsidiaries namely, Cox Automotive, Cox Communications, and Cox Media Group.
Duncan O’Brien, SVP, and GM of corporate strategy and investments for Cox Enterprises cited that Cox is using it’s over 110-year-old experience in the media industry to prepare for the future of the advertising business through COMET- the fusion of technology, data, access, and expertise.
The new technology powers the media transactions across all advertising channels including digital, video, radio, OTT and TV, and in various formats, such as a display, pre-roll video, and OTT.
Scott Siegler, COMET’s President, General Manager and SVP of Engineering, said: “Our technology, combined with the powerful data available from across Cox Enterprises, vests radical value and efficiency in the hands of both publishers and ad buyers. In launching this platform, we’re looking to create an ecosystem that supports the transaction of impressions across all advertising channels.”
COMET’s on-going anti-fraud initiative offers real-time inventory quality checks for 100 percent of the impressions passing through the platform. It is managed both internally and by two independent verification services, thereby meeting the need for brand safety.
Cox is also providing clients with proprietary tech features like COMET Focal that uses machine learning technology to simulate buy-side demand and test the performance of an impression in a live-market scenario. And another feature, COMET Radius fills in missing impression data points and layers on additional information to every impression passing through the platform. It also powers the Cox Innovation Lab which allows clients to leverage COMET’s strategic business assets, specialized technology, engineering resources and research capabilities to develop superior technology solutions.