Ex-Yahoo Exec Heads Up Comcast AdDelivery Service

Former Yahoo ad exec Todd Porch has been named vice president and general manager of Comcast Wholesale AdDelivery, a cloud-based distribution platform that enables advertisers to deliver “video assets” to an estimated 98% of all U.S. broadband and cable television channels, local TV channels, and local cable ad sales operators.

Porch most recently was executive director of the Yahoo’s 250-member advertising operations and account management unit, and previously served as senior director of the company’s North American advertising operations organization. He joined Yahoo in 2000 via its acquisition of Mark Cuban’s Broadcast.com. Before that, he was SVP of eMedia for the Nexstar Broadcasting Group.

Comcast Wholesale said its AdDelivery service pitches “tens of thousands” of high-definition and standard-definition ads per day via the operator’s 100G fiber backbone and provides asset  management and distribution for over 10,000 national, regional and local advertisers, including delivery of all video advertising for Comcast.

“Comcast AdDelivery has successfully completed  an initiative to create a near-universal footprint and can now provide advertisers, agencies and post houses with one-stop access to the majority of the country’s national and local television advertising outlets,” said Matt McConnell, SVP and GM for Comcast Wholesale. “Todd Porch brings us the leadership and experience that will help to ensure these capabilities continue to expand to meet the needs of advertisers for easy, efficient and fast ad delivery solutions.”