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Comcast Wholesale Splices Ads Into Live, VOD Programming

The Comcast Wholesale unit of Comcast Cable said it has developed a new way to insert ads into both linear and video-on-demand programming by integrating the workflows of its Comcast AdDelivery and VOD aggregation and delivering platforms.

The new set-up allows advertisers, their agencies, and creative shops to manage cross-platform advertising campaigns running in prior episodes of TV series that may be viewed via VOD as well using a single cloud-based web portal, the company said.

“Providing a full service solution for digital ad insertion across both linear and on demand is a valuable improvement for television advertising,” said Matt McConnell, SVP and GM of Comcast Wholesale. “This brings the advertising community closer to its vision for an ‘Advertising Everywhere’ ad management solution for reaching TV audiences across all TV and Internet-based platforms and markets.”

The MSO said Comcast AdDelivery currently supports more than 10,000 advertisers, agencies and post houses and distributes spot TV advertising directly into the traffic management systems used by most national and local, cable and broadcast outlets in North America as well as media reached by global ad delivery platforms.  Comcast said its Wholesale unit’s VOD platform currently distributed more than 20,000 hours of programming for more than 275 content providers.