Comcast Technology Solutions (CTS), a division of Comcast Cable that provides media and entertainment technology to advertisers, agencies and content providers, has announced a new technology integration with Flashtalking, a global independent primary ad server specialising in creative personalisation. The integration with the CTS Ad Management Platform centralises linear and online video creative management – streamlining workflows through automation. The joint solution unifies video activation to drive greater visibility and optimisation across any screen and destination.
“This is a best-of-both-worlds solution for advertisers,” explains Richard Nunn, Vice President and General Manager of Advertiser Solutions at Comcast Technology Solutions. “Creative management has always been a pain point for marketers and their agency partners as it consists of many moving parts usually managed through manual workflows. Comcast Technology Solutions has an enterprise ad management solution that brings these moving parts together – media buy system(s), creative asset library, rights management and traffic and delivery engines – into a single unified platform. By integrating with Flashtalking, our shared customers will be empowered with a holistic view of their omnichannel video advertising investment, automating workflows and driving ROI with greater visibility and creative intelligence to deliver on the promise of personalisation.”
“This API integration provides a crucial bridge between linear and digital – and as we put it into place worldwide, we’re extremely excited to work with Comcast Technology Solutions to help empower their digital distribution vision at scale,” explains John Nardone, Chief Executive Officer of Flashtalking. “Given our long-standing work in personalisation, we live and breathe the virtues of ‘creative intelligence.’ But, if advertisers lack the technology and mechanism to access and apply their learning, they cannot scale their efforts. Our integration with CTS Ad Management Platform first and foremost establishes vital infrastructure and piping that helps converge linear and digital video, and along with that, brings dynamic creative and media technologies into harmony. From a global reach perspective, that benefits brands and agencies alike.”