Cox Launches COMET Unified Programmatic Platform

RADIO ONLINE | Thursday, April 6, 2017

Cox Enterprises, parent of Cox Media Group, has announced the launch of its latest technology investment, COMET (Cox Media Technology). COMET is a unified programmatic platform that connects buyers and sellers across all advertising channels, including radio, desktop, mobile, video and TV. The platform utilizes artificial intelligence and anti-fraud technology alongside datasets from Cox Automotive (Kelley Blue Book, Autotrader), Cox Communications, and Cox Media Group to provide buyers and sellers with tools that increase return on investment (ROI).

"Our company's investment in COMET is an example of our commitment to drive innovation and enhance the customer experience," said Cox Enterprises Executive VP/COO Alex Taylor. "COMET's technology will use customized data to establish meaningful connections to better serve the needs of the constantly evolving advertising ecosystem."

The holistic programmatic platform includes several proprietary technology features of note. COMET's on-going anti-fraud initiatives include real-time inventory quality checks for 100 percent of the impressions passing through the platform, managed both internally and by two independent verification services. COMET's Focal uses machine learning technology to simulate buy-side demand and test the performance of an impression in a live-market scenario. Additionally, COMET Radius fills in missing impression data points and layers on additional information to every impression passing through the platform.

"COMET's offerings anticipate the evolving needs and demands of the programmatic marketplace," remarked COMET President, General Manager and Senior VP/Engineering Scott Siegler. "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."