Comcast Technology Solutions (CTS), a division of Comcast that focuses on media and entertainment technology, has announced an expansion of its partnership with Mediaocean, a company known for its omnichannel advertising solutions. This collaboration will debut a bi-directional integration between CTS’s AdFusion™ platform and Mediaocean’s tools, which is set to be introduced in the second quarter of 2025. This integration aims to enhance the efficiency and precision of TV advertising workflows, streamlining creative traffic and distribution processes.
Key features of this integration include faster campaign execution, improved accuracy, and enhanced resource optimisation. By eliminating isolated workflows and redundant processes, the integration will allow advertisers to accelerate campaign launches, ensuring that they can meet delivery deadlines more readily. Additionally, integrating various data sources is expected to enhance brand safety, minimise operational errors, mitigate potential fines, and provide reliable reporting.
Bart Spriester, Senior Vice President and General Manager at CTS, expressed that this development marks a significant milestone for the advertising sector. “Advertisers will now have the tools to respond to market demands faster, more accurately, and with unparalleled efficiency,” he said.
Ramsey McGrory, Chief Development Officer at Mediaocean, underscored the strategic importance of this collaboration. “This partnership redefines how agencies manage campaigns, providing the control and precision necessary to thrive in today’s complex media landscape while maximizing the impact of advertising investments,” McGrory stated.
Through AdFusion™, CTS is committed to streamlining advertising workflows by integrating data across the ecosystem. This initiative not only enhances operational efficiency but also automates campaign management processes, aligning with Comcast’s vision for creating smarter and faster advertising operations.
Founded on a robust infrastructure, Mediaocean facilitates impactful marketing campaigns for advertisers and agencies alike. Its software manages over $200 billion in annualised ad spending, featuring solutions such as Prisma for media management, Flashtalking for creative personalisation, and Protected by Mediaocean for ad verification.
As part of Comcast Corporation, CTS is dedicated to leveraging proven technologies to deliver scalable solutions in video, media, communications, and related sectors. Its diverse clientele includes content providers, advertisers, and financial services, reflecting the broad applicability of its offerings across industries.
Source: Noah Wire Services