Clarivoy Internal FAQ: Comcast Attribution Project
Audience: Clarivoy Customer Success and Sales Teams
Date: Updated 1/21/2026
Strategic Vision
Clarivoy’s long-term objective is to be the most advanced, integrated, and trusted attribution provider in the automotive space. Our platform is built to unify disconnected touchpoints, decode the customer journey, and connect marketing investment to real business outcomes. As we scale, expanding into historically under-measured channels (CTV, streaming video, programmatic, and other media types) is a critical part of fulfilling that vision.
Our aim is to connect the entire path to purchase, not just parts of it. That means tying together digital, video, and offline data sources into one unified attribution framework. To do that, we need real-world integration opportunities with leading media sellers, and that begins with Comcast.
While this Comcast led initiative does not require direct CSL support for delivery or reporting, your awareness and engagement is still important. When CSLs identify participating dealers or raise potential opportunities, it strengthens our coordination and reinforces Clarivoy’s ability to operate as a high-value partner. Comcast has made it clear that they welcome collaboration where dealer relationships are known. How we show up now will shape our long-term influence in future iterations of this model.
Comcast Partnership Overview
The Opportunity
Comcast has partnered with Clarivoy to analyze how their TV and video campaigns impact website traffic, lead generation, and vehicle sales. This collaboration gives us the ability to extend attribution beyond traditional digital inputs and build a unified measurement layer across multiscreen campaigns.
The Approach
Comcast is leading the dealer-facing experience in this initial phase, including communications, report delivery, and overall client coordination. While that structure is different from our typical model, it is intentional. It allows Comcast to shape the rollout while positioning Clarivoy to focus on attribution accuracy, cross-channel unification, and long-term infrastructure. At the same time, certain technical onboarding steps such as sending the Advertiser Data Use Agreement (ADUA), deploying Clarivoy’s tag, and coordinating CRM or DMS integration are being managed directly by Clarivoy’s product and operations teams. This supports the Comcast led delivery model while ensuring that data quality and setup remain tightly controlled. CSLs are not expected to manage these tasks for this initiative.
The Consideration
We recognize that this workflow is a departure from how attribution insights typically flow through our CSL team. However, this format reflects Comcast’s willingness to sponsor and champion the early rollout, knowing it gives us what we need to make the next phase of growth possible. It is not an end state. It is a stepping stone.
The Outcome
This foundation gives us the infrastructure, validation, and learnings needed to eventually deliver CTV and streaming attribution through Clarivoy’s own platform. It positions us to support future integrations with additional partners such as Spectrum and to bring unified, cross-channel attribution into our CSL-supported offering.
What Should I Do If I See My Dealer Interacting with Comcast?
You may see emails or communication from Comcast referencing dealers you support. These are the primary Comcast attribution contacts:
- Anthony Jingoli: anthony_jingoli@cable.comcast.com
- Brendan Jackson: brendan_jackson@cable.comcast.com
- Cindi Smith: cindi_smith@cable.comcast.com
These individuals are coordinating directly with dealers and managing the reporting experience.
While you may be included on email threads for awareness, please do not engage or respond directly on attribution-related topics. Instead, route any communication, concerns, or dealer context to our internal Clarivoy Comcast Liaison so she can coordinate on behalf of Clarivoy. This helps us maintain a consistent, organized presence in front of Comcast and ensures that CSL input is integrated appropriately.
Clarivoy Comcast Liaison
Tecca Potina
comcast-support@clarivoy.com
Key Clarifications
● This is a Comcast led initiative. They manage the majority of dealer communication and deliver the final attribution reports.
● Clarivoy powers the attribution logic, matching impressions to visits, leads, and sales where data is available.
● The model enables Clarivoy to test infrastructure and data pipelines that will support future dashboard integration.
● Dealers supported by Clarivoy can participate via Comcast’s onboarding process.
● The long-term goal is to enable CSL-supported delivery of these insights through the Clarivoy platform.
Internal Q&A
What is the Comcast attribution project?
Clarivoy is measuring how Comcast’s TV and video campaigns influence downstream dealer activity, including website visits, leads, and sales. Attribution is based on unified exposure and outcome data.
Why is Comcast handling dealer communications?
As the media partner funding and initiating the study, Comcast requested to lead the rollout directly. This approach gives them full visibility into the client experience while allowing Clarivoy to focus on analytics and integration infrastructure.
Is this a permanent structure?
No. It is a first step designed to establish readiness. Our mutual goal is to evolve this into a model that includes CSL support and platform-based delivery over time.
Can Clarivoy dealers opt in?
Yes. Comcast is open to including other Clarivoy-supported dealers. Participation must be requested and approved through Comcast.
What should I do if a dealer asks about this report?
Do not provide report details or results directly. Please route all inquiries to our internal liaison first using: comcast-support@clarivoy.com
The liaison will coordinate with Comcast as needed. For reference, these are the primary Comcast attribution contacts:
- Anthony Jingoli: anthony_jingoli@cable.comcast.com
- Brendan Jackson: brendan_jackson@cable.comcast.com
- Cindi Smith: cindi_smith@cable.comcast.com
What is included in the report?
Comcast’s attribution report includes:
- Website visits within 1, 7, and 30 days of exposure
- Dealer vs. marketplace traffic breakdown
- Optional lead and sales outcomes (90-day window)
- Count of exposed households with no further activity ("impression only")
Does Clarivoy deliver data or reports to the dealer?
No. All reporting is routed through Comcast. Clarivoy does not send data or deliverables directly to dealers in this model.
Why does this matter for Clarivoy?
It gives us real-world validation for CTV and streaming attribution, strengthens our integration capabilities, and sets the stage for scalable delivery through our platform. This also accelerates our expansion into media partnerships beyond digital.
Will we use this model with other partners?
Yes. Comcast is the first, but we intend to extend this model to partners like Spectrum and others. Each step builds toward a broader, integrated attribution offering.
How can I get more training or context?
The product team will host internal briefings. Reach out if you would like to learn more about the setup, use cases, or future plans.
Will Clarivoy CSLs have access to the attribution reports Comcast delivers to dealers?
Yes, where appropriate. While Comcast is managing the official delivery of reports to dealers, they have expressed a clear interest in working alongside Clarivoy, particularly when there is an existing customer relationship. Although the process is not designed for Clarivoy to deliver reports directly, Comcast has encouraged us to identify common customers and collaborate on those accounts. When a CSL knows a dealer is participating, or believes they should be included, that information should be surfaced internally.
If a dealer is a Clarivoy client, will we be looped in?
Yes, if we raise the flag. Comcast has stated they are open and eager to collaborate when a dealer is already working with Clarivoy. However, they are not automatically identifying every existing Clarivoy dealer. It is our responsibility to proactively surface those relationships so they can be considered for inclusion and supported collaboratively.
What should CSLs do if they become aware of a participating dealer?
You are not expected to support the study directly, but your awareness is valuable. If a dealer asks about the Comcast attribution or you believe they are participating or should be, notify our internal liaison. Do not provide reporting guidance or attribution data directly.
When will dealers receive their attribution reports?
Reports are delivered on an ad hoc basis and are managed entirely by the Comcast team. Timing and formatting are coordinated directly with the Comcast account leads. If you have questions or concerns about the status or delivery of a specific dealer report, contact comcast-support@clarivoy.com.
I have seen references to Effectv or have been asked about the Clarivoy Effectv partnership. What should I say?
Effectv was the name of Comcast’s media division when the partnership began. Since then, Comcast has reorganized its business units, and Effectv has been rolled into Comcast Advertising. It no longer operates as a separate brand or entity. If you are asked about the partnership, confirm that Clarivoy continues to provide attribution services under this initiative, but all references should now be made to Comcast Advertising, not Effectv.
Is a coverage map available for Comcast Advertising?
Yes, see: https://comcastadvertising.com/markets/
Final Note
Comcast has emphasized that they want Clarivoy involved in shared accounts and are open to our guidance when we identify mutual customers. While the process is intentionally Comcast led, it is designed to allow and encourage partnership. The more we identify and engage around these shared opportunities, the more influence we will have in shaping how this model evolves going forward.