Advanced Television

CTS, Flashtalking deliver linear to digital ecosystem

March 17, 2021

Flashtalking, the global independent ad management platform for sophisticated advertisers, has announced the establishment of a breakthrough ecosystem for linear to digital distribution, as part of its new integration with Comcast Technology Solutions (CTS), a division of Comcast Cable that provides media and entertainment technology to advertisers, agencies and content providers.

The integration with the CTS Ad Management Platform establishes the industry’s first distribution vehicle for taking linear to digital – as well as centralising linear and online video creative management in the process.

“As part of our wider API integration strategy around the world, and our commitment to video, OTT and advanced TV innovation as a whole, this API integration with Comcast Technology Solutions establishes sorely needed infrastructure. The ability to distribute linear to digital at scale and manage omnichannel creative all at once is an essential capability for today’s multichannel advertiser,” explained John Nardone, Chief Executive Officer of Flashtalking. Operationalising ‘creative intelligence’ is a core aspect of this integration, of course. But, if advertisers can’t access and apply their learning seamlessly between linear and digital, they cannot scale their efforts. At this point in our industry’s evolution, we view omnichannel delivery and optimisation at scale as non-negotiable. So, we’ll continue to integrate and innovate to lead the way for that.”

“This is a best-of-both-worlds solution for advertisers,” added Richard Nunn, Vice President and General Manager of Advertiser Solutions at Comcast Technology Solutions. “Creative management has always been a pain point for marketers. 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.”

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