Comcast and Mediaocean introduce bi-directional integration for TV ad management

Comcast Technology Solutions (CTS), a division of Comcast specializing in media and entertainment technology, and Mediaocean, a provider of omnichannel advertising solutions, have expanded their collaboration. This development will introduce a first-of-its-kind bi-directional integration between their platforms, slated for release in Q2 2025. The integration aims to streamline creative traffic and distribution processes, enhancing efficiency and precision in TV advertising workflows.

The forthcoming integration between CTS’s AdFusion™ platform and Mediaocean’s tools will provide the following advantages:

• Faster Campaign Execution: By removing isolated workflows and redundant processes, advertisers can accelerate campaign launches and meet delivery deadlines with greater ease.
• Improved Accuracy: Integrating data sources will enhance brand safety, minimize operational errors, reduce potential fines, and provide reliable reporting.
• Enhanced Resource Optimization: Advertisers will gain better visibility into campaign metadata, enabling smarter allocation of resources, improved asset utilization, and cost efficiency.

Bart Spriester, Senior Vice President and General Manager at CTS, noted that breaking down silos between creative and media operations represents a significant leap forward for the advertising industry. “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, emphasized the strategic value of the 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.

AdFusion™ streamlines advertising workflows by integrating data across the ecosystem, improving operational efficiency and automating campaign management. The platform exemplifies Comcast’s vision for smarter and faster advertising operations.

Mediaocean supports advertisers and agencies in delivering impactful marketing campaigns through its omnichannel advertising infrastructure. With over $200 billion in annualized ad spend managed via its software, Mediaocean’s solutions include Prisma for media management, Flashtalking for creative personalization, and Protected by Mediaocean for ad verification.

As a division of Comcast Corporation, CTS leverages proven technologies to offer scalable solutions for video, media, communications, and more. Its clients span a variety of industries, including content providers, advertisers, and financial services.