Case Study: Comcast Advertising achieves clearer household-level targeting and attribution with Infutor Total IP Address

Comcast Advertising improves household-level IP clarity with Infutor

Comcast Advertising faced the challenge of digital marketing inefficiency due to the blurring connection between raw IP data and actual household identity. As Carmela Fournier, their VP & GM of Data, explained, this led to lost attribution opportunities as a single IP could serve multiple households and a single household could use multiple IPs in a day. They partnered with Infutor to implement a solution using its Total IP Address product to bring clarity to their data.

Infutor's solution applied a modern, household-level IP resolution approach that focused on identifying stable "resting" IPs tied to real home networks, rather than relying on raw, momentary signals. This method filtered out distortion from shared and recycled IP addresses to more accurately associate digital activity with real-world households. The result was that Infutor made Comcast Advertising's existing IP data more reliable for targeting, measurement, and attribution, aligning it with how households actually behave.

Comcast Advertising