Comcast Technology Solutions (CTS) and AD-ID have announced a strategic alliance to promote the adoption of industry standards in advertising data and operational workflows. AD-ID is a joint venture of the ANA and the 4A’s founded to standardize how advertising assets are labeled. AD-ID serves more than 3,000 advertisers of all sizes and most advertising agencies in North America. It provides the unique ID and associated metadata that enables buyers and sellers to track ad creative through the media ecosystem.
Today’s announcement brings together two industry leaders with a shared commitment to improving the efficiency, transparency, and effectiveness of the advertising ecosystem for all stakeholders. By working together, Comcast Technology Solutions and AD-ID aim to increase awareness and understanding of the benefits of standardized advertising identifiers across the industry, and to promote the integration and adoption of AD-ID into advertising technology platforms and workflows.
Comcast Technology Solutions serves advertisers and brands through CTS’ AdFusion, which provides end-to-end creative management for ad delivery, management, and post-production. AdFusion combines media buys with creative assets and metadata to streamline ad workflows, automate, and expedite the entire process, from the final media buy to traffic instruction creation and asset delivery. It makes it easier to find and place the right ad creative, ensure compliance of usage rights, and track campaigns across broadcast, digital, and radio—all from one platform.
