Comcast's Universal Ads names David Shaw head of global expansion

Comcast's Universal Ads appointed David Shaw as Head of Global Expansion to oversee the advertising platform's international rollout, according to a company statement.

Shaw will lead the commercial expansion of Universal Ads globally, with responsibility for market entry, building scale and sustaining growth. He will oversee recruitment of the platform's European team across sales, operations, product and customer success functions.

The executive brings experience from senior roles at Twitter, Snap, TikTok and Reddit. At Twitter, Shaw helped launch the ads platform internationally and led partnerships across Europe, the Middle East and Africa. He was Snap's first international ads product team member during the company's global self-serve advertising launch.

At TikTok, Shaw led strategy and growth of the partner ecosystem across EMEA, spanning commerce, creative, creators, measurement, branded effects and campaign management. At Reddit, he led the launch of the company's ads API, onboarding developers and driving advertiser and revenue growth.

"I'm excited to embark on this mission to establish Universal Ads as a best-in-class platform where brands can unlock true performance at scale on TV," Shaw said in the statement.

Universal Ads launched in the United States in 2024 and enables brands to create, buy and measure advertisements across premium video content. The platform plans to expand to the United Kingdom in 2026, according to the company.

Thomas Bremond, Managing Director, International, Comcast Advertising, said Shaw's experience launching and scaling platforms internationally made him suitable to lead Universal Ads' European growth.

Comcast Corporation (NASDAQ: CMCSA) operates Universal Ads as part of its media and technology business.

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