Comcast Technology Solutions (CTS) has announced that Active International, the global media and corporate trade group, is using Comcast AdFusion to modernise and scale its broadcast ad traffic and creative distribution operations.
According to CTS, AdFusion combines media buy data, traffic instructions, creative assets, and metadata management into a single platform designed to simplify and accelerate advertising operations across broadcast and digital channels. By automating workflows and improving operational visibility, AdFusion aims to help agencies, brands, and media organisations reduce complexity while improving speed, accuracy, and scale.
CTS added that by using AdFusion, Active International was able to create and deliver more than 9,000 unique traffic instructions in a single week; and create and deliver more than 450,000 annualised traffic instructions and deliver over half a million creative assets nationwide.
Melissa Moschetti, executive managing director, media, at Active International, said: “AdFusion is helping us manage the realities of high-volume advertising operations while giving our teams greater visibility, control, and efficiency. The platform has significantly streamlined workflows and reduced manual processes, allowing our teams to move faster, operate more efficiently, and stay focused on delivering smarter solutions for our clients and partners as the business continues to evolve.”
Bart Spriester, senior vice president and general manager of streaming, broadcast, and advertising at Comcast Technology Solutions, added: “Active International operates at an impressive scale, and they needed a platform capable of addressing operational complexity while delivering the reliability required for today’s advertising marketplace. We’re very proud that AdFusion is able to provide their team with an intelligent workflow designed to reduce manual effort, increase visibility, and improve delivery precision across the advertising lifecycle.”
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