James Rooke is President of Comcast Advertising, a global leader in media, technology, and advertising that fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies, and other industry players. In this role, James oversees the operation of the company, including the Media Solutions team, which provides a streamlined way for advertisers to build brand relevancy and sustainable business outcomes through multiscreen TV advertising campaigns – powered by the media, data, and technology assets of Comcast; FreeWheel, Comcast Advertising's media and technology arm that provides the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, data types, and sales channels, in order to ensure the ultimate goal – results for marketers; and Universal Ads, which enables brands of any size to seamlessly create, buy, and measure ads across premium video directly from top publishers with no fees, unlocking new opportunities as a complementary strategy to social advertising.

Most recently, James was General Manager of Effectv – which is now part of Media Solutions and operating under the Comcast Advertising brand – where he led a nationwide team across sales, product, engineering, data, and operations focused on enabling marketers to reach their target audiences across TV and premium video streaming platforms. In that role, he successfully led Effectv’s transformation to a multi-screen, audience delivery company including bringing the more widespread use of data to TV advertising strategies, as well as driving addressable advertising and programmatic capabilities.

Prior to leading Effectv, James oversaw FreeWheel’s global publisher business unit responsible for providing TV programmers and distributors with advertising technology to manage the monetization of their video content. During his eight-year tenure at FreeWheel, he also helped design, launch, and scale FreeWheel’s first video marketplace; led the Advisory Services practice, a consulting business unit; and served as the company’s Chief Revenue Officer.

Earlier in his career, James worked in the media business at Time Warner Cable (now Charter Communications) as Vice President, Strategy & Execution. He was also a principal in the media and entertainment practice at Capgemini, a consulting and technology company. He began his career as an associate consultant at Ernst & Young (now EY) in London.

James speaks at many major industry conferences including Cannes Lions International Festival of Creativity, the Future of TV Advertising Global, and New York Advertising Week, and is often featured in leading media, including Ad Age, Adweek, AdExchanger, Business Insider, CNN, and more. Additionally, James is focused on moving the industry forward, sitting on the boards of the Video Advertising Bureau (VAB) and Ampersand, and acting as a board advisor to TVision.

James earned a Bachelor of Commerce from the University of Birmingham in the UK. He resides with his wife and two daughters in New York.