• by Laurie Sullivan  @lauriesullivan, January 8, 2025

Comcast Technology Solutions, a division of Comcast supporting ad media and entertainment technology, has extended its partnership with Mediaocean, an omnichannel software agency supporting advertisers, to build out services in creative and media management.

“We aim to expand into additional advertising channels and deepen integration with more partners and platforms, building a fully connected ecosystem for managing omnichannel advertising campaigns,” Justin Morgan, head of product for AdFusion at Comcast Technology Solutions, told MediaPost.

The companies announced the news at CES 2025 on Wednesday.

While there are solutions that partially address aspects of traffic instructions or ad delivery, the expanded integration between AdFusion and Mediaocean is the first to offer these services from one platform.

Morgan called the integration "a connected workflow for creative traffic and distribution." It is intended to increase visibility and efficiency, unlike fragmented tools that require data reconciliation across multiple systems.

Creative traffic refers to the detailed instructions sent to broadcasters, platforms, or media channels that specify which ads to run, where, and when, Morgan explained.

“Without these instructions, ads wouldn’t be scheduled properly,” he said. “It’s one of the most critical and complex aspects of the creative management process, as it ensures the right content reaches the right audience at the right time.”

The expanded partnership builds on what Morgan called “a previous successful integration with groundbreaking bi-directional integration” that connects platforms from the two companies.

The integration, which is expected to launch in the second quarter of 2025, will allow agencies and brands to seamlessly manage creative traffic and distribution directly within Comcast Technology Solutions’ AdFusion platform by bridging the gap between creative and media teams.

The companies say this integration will streamline advertising workflows such as operations as well as reduce costs, and accelerate speed to market — which is crucial in today’s competitive environment.

Connecting the platforms allows users to oversee creative asset management, coordinate traffic instructions, and deliver eliminate redundant manual processes that will reduce errors. It provides one source of truth and enables teams to focus on strategy and execution rather than chasing down siloed data.

“The advertising landscape is becoming increasingly complex, with omnichannel campaigns spanning linear TV, digital, social, and more,” Morgan said. “Brands and agencies are under pressure to deliver campaigns faster, with fewer resources, and without compromising accuracy.”