Universal Ads, the Comcast-owned platform that lets brands create, buy, and measure ads across premium video, announced that it is expanding its inventory to include creator-led streaming channels, giving advertisers a way to extend creator strategies from social media onto television.

The new inventory includes creator-led channels such as BIZARRE, Creator TV, The Design Network, MeatEater, and Tastemade, along with programming featuring creators including Trey Kennedy, King Bach, Kylie Katich, Wengie, and Daphnique Springs.

“For brands interested in aligning their content with creators on the biggest screen in the house, this is the best way to do that,” said Daniel Druger, Vice President of Product at Universal Ads. “Whether a brand wants to collaborate with a creator to bring their message to life in an authentic way or reach viewers alongside creator-produced programming, Universal Ads makes it easier to extend those strategies to television.”

The company pointed to IAB data projecting U.S. creator ad spend will reach $43.9 billion this year, with spend beyond social content up 56%.

Advertisers can buy the new creator inventory through Universal Ads’ existing self-service platform alongside its broader premium video catalog. The company said the addition widens the content environments available to brands without adding complexity to the buying process.

The expansion builds on an earlier creator push. Earlier this year, Universal Ads launched Creator Studio, Powered by Insense, a managed-service program that pairs advertisers with vetted creators and production support to develop TV-ready video ads for streaming campaigns.

Universal Ads is part of Comcast Corporation.

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