James Rooke

James Rooke is the President of Comcast Advertising, the division of Comcast that oversees the company's advertising sales and technology businesses, including FreeWheel and Effectv. He is widely recognized as a leading voice in the evolution of television advertising, particularly around the convergence of linear TV and digital video, addressable advertising, and the modernization of TV ad infrastructure through technology. Rooke has been instrumental in positioning Comcast Advertising as a central player in the future of TV and streaming advertising. Under his leadership, FreeWheel — Comcast's ad tech platform serving premium video publishers — has expanded its capabilities in programmatic TV, audience-based buying, and cross-platform measurement. He has championed the idea that the TV ecosystem must adopt the precision and accountability of digital advertising while preserving the premium, brand-safe environment that television offers. Prior to his current role, Rooke served as General Manager of FreeWheel, where he helped grow the platform into one of the dominant ad servers and monetization solutions for premium video content globally. His career reflects a deep expertise in both the business and technology sides of advertising, making him a respected operator and thought leader at the intersection of media, data, and ad tech.

• MBA, INSEAD
• Bachelor's Degree, University of Western Ontario

• Led Comcast Advertising as President, overseeing both FreeWheel and Effectv as unified advertising businesses
• Championed FreeWheel's expansion into programmatic TV and advanced audience-based buying for premium video publishers
• Positioned Comcast Advertising as a key infrastructure provider for the streaming and CTV advertising ecosystem
• Advocated publicly for industry-wide standards in cross-platform TV measurement and identity

• Various op-eds and thought leadership pieces in AdAge, Broadcasting & Cable, and Variety on the future of TV advertising