As television advertising continues to evolve toward performance driven, self service buying models, media companies are increasingly appointing leaders with digital and social platform expertise to guide transformation. Comcast Advertising has named James Borow as General Manager of Universal Ads, reinforcing its strategy to simplify premium video advertising and expand access for brands of all sizes through self service TV advertising.
Comcast Advertising announced that Borow will oversee strategy, operations, and execution for Universal Ads, the company’s self service ad buying platform designed to help advertisers create, purchase, and measure campaigns across premium video environments. The appointment follows Borow’s previous role as Vice President of Product Management and Engineering for Universal Ads, where he played a central role in developing and launching the platform.
“Universal Ads has built a strong foundation in its first year the pace and quality of execution have been incredible,” said James Rooke, President, Comcast Advertising. “As such, many ecommerce and social-first advertisers were able to reach audiences on TV for the first time, with exceptional return on ad spend thanks to the performance power of premium video. As we enter year two, James is the ideal person to take the helm, applying his insights and learnings from big tech to Universal Ads as we continue our journey to make TV advertising simple to buy, just like social.”
Borow brings more than 15 years of experience developing performance focused advertising products and partnerships. Prior to joining Comcast Advertising, he served as Global Director of Product Strategy, Go-to-Market, and Partnerships at Snap Inc., where he helped scale the company’s advertising business from its early stages to more than $1 billion in revenue. He is also a two time exited founder of Market AI and SHIFT and has advised several technology platforms including Discord, Grab, and Reddit.
“I’ve been fortunate to work alongside this team from the beginning, and I’m excited to lead what comes next for Universal Ads,” said James Borow, General Manager, Universal Ads. “In the year ahead, we’ll keep expanding the ecosystem and lowering the barriers to entry, including unlocking premium moments like the Olympics in ways that make it easier for all brands to participate, measure impact and keep investing.”
In his new role, Borow will join the Comcast Advertising Executive Leadership Team, highlighting the platform’s growing strategic importance within the company’s broader growth plans. The move is expected to strengthen integration across Comcast’s ecosystem, including FreeWheel and NBCUniversal operations.
Universal Ads recently served as the exclusive ads manager for NBCUniversal’s coverage of the Milan Cortina Olympic and Paralympic Winter Games, marking a significant milestone as the platform expands its capabilities and publisher partnerships. Over its first year, Universal Ads has broadened its publisher network, enhanced tools across ad creation, buying, and measurement, and attracted new partners focused on performance oriented video advertising.
The leadership appointment underscores Comcast Advertising’s push to modernize self service TV advertising, aligning premium television inventory with the accessibility and measurement capabilities traditionally associated with digital and social advertising platforms.
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