At CES 2025, Comcast Advertising President James Rooke revealed that traditional TV providers and streamers are now competing directly with social video platforms like YouTube for advertising revenue. Comcast launched 'universal ads,' allowing marketers to purchase TV ad space from various media companies in a single platform. Initial partners include major names such as NBCUniversal and Paramount. The initiative aims to simplify TV ad purchases, making them as accessible as social video ads. Rooke emphasized the need for brand-safe content, addressing advertisers' concerns over social video platforms.