New industry offering provides distributors with the backend technology needed to seamlessly drive scale
Comcast is the first TV distributor to use the solution to support its addressable advertising initiatives
Comcast Technology Solutions, a division of Comcast Cable that provides media and entertainment technology to content providers, operators and advertisers, announced the launch of its national linear addressable advertising solution for customers and technology partners. Addressable advertising, which enables households watching the same national TV shows to see different ads that are more relevant and targeted to them, poses challenges for creative management and control. Linear Rights Metadata Management (LRM), a part of the CTSuite,  leverages SCTE 224 to provide integrated workflows that enable intelligent ad decisioning for tailored household-level TV advertising. Used effectively, SCTE 224 is a standard notification interface that can present richer linear metadata in a consistent way to trigger linear addressable ads — alleviating the complexity and inconsistency from manual data entry, from multiple sources, in multiple formats. LRM provides the signaling and advanced metadata communication required for intelligent addressability in ad breaks. Specifically, LRM ingests and aggregates the metadata of advertising assets, normalizes it into SCTE 224 format, and stores it in the cloud. SCTE 224 data is then distributed to multiple endpoints, ad decision managers, and software adapters. In addition to ad selection, LRM helps implement and enforce advertising rules and restrictions, such as:
Unique ad requirements per MVPD, vMVPD, or content aggregator;
Showing a specific number of ads or limiting the number of spots over a certain duration for a specific product group; and,
Specifying the minimum spacing between ads belonging to a specific product group. Related Posts
For example, a national beverage ad from one brand can be shown to different household audience segments based on interest. Rules can specify that only four beverage ads can be played over the course of a specific program, or that a beverage ad can only be played in one in every four ad pods. Through Comcast Advertising, Comcast is the first national TV distributor to implement LRM for this purpose. “This new industry solution is helping to further drive innovation and scale in addressable advertising by reducing much of the friction that currently exists,” said Bart Spriester, Vice President and General Manager of the Content and Streaming Providers Suite for Comcast Technology Solutions. “We are removing many of the manual processes and variations around metadata that have historically hampered the progress of implementing linear addressable ads. We’re confident that LRM can help play a central role in accelerating addressable TV.”‘
“At Comcast Advertising, we’re fully committed to accelerating the growth of addressable TV and making it easier for advertisers to incorporate it into their campaigns,” said Larry Allen, Vice President and General Manager, Data and Addressable Enablement, Comcast Advertising, the advertising division of Comcast Cable. “LRM, along with Comcast Technology Solutions’ expertise in implementing SCTE 224, will provide operators, programmers, and advertisers with the backend technology needed to seamlessly drive scale and simplify the advertising workflow.”
“Delivering TV ads that are more relevant for viewers, at higher premiums, is a common goal shared across the industry,” said Marija Masalskis, senior principal analyst for TV, Video and Advertising at Omdia. “For years, wide-scale addressable TV has been more of an elusive idea than a viable reality. However, recent progress in linear metadata management, back-end automation, and industry-wide collaboration should all serve to accelerate the deployment of addressable TV at scale.”
Beyond LRM, Comcast Technology Solutions offers the Advertising Suite, which is being used by programmers to support upcoming addressable advertising deployments. The Advertising Suite provides centralized management of creative ad inventory and streamline workflows automatically. It delivers a comprehensive solution for addressable ad management, personalization, ad intelligence and scalability, giving customers the visibility and control needed to optimize ROI on addressable TV campaigns.

Comcast Technology Solutions Releases Solution To Further Simplify Dynamic Linear Addressable Ad Insertion

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seamlessly drive scale
addressable advertising initiatives
DENVER, May 3, 2022 /PRNewswire/ -- Comcast Technology Solutions , a division of Comcast Cable that provides media and entertainment technology to content providers, operators and advertisers, today announced the launch of its national linear addressable advertising solution  for customers and technology partners. Addressable advertising, which enables households watching the same national TV shows to see different ads that are more relevant and targeted to them, poses challenges for creative management and control. Linear Rights Metadata Management  (LRM), a part of the CTSuite ,  leverages SCTE 224 to provide integrated workflows that enable intelligent ad decisioning for tailored household-level TV advertising. Used effectively, SCTE 224 is a standard notification interface that can present richer linear metadata in a consistent way to trigger linear addressable ads — alleviating the complexity and inconsistency from manual data entry, from multiple sources, in multiple formats. LRM provides the signaling and advanced metadata communication required for intelligent addressability in ad breaks. Specifically, LRM ingests and aggregates the metadata of advertising assets, normalizes it into SCTE 224 format, and stores it in the cloud. SCTE 224 data is then distributed to multiple endpoints, ad decision managers, and software adapters. In addition to ad selection, LRM helps implement and enforce advertising rules and restrictions, such as:
Unique ad requirements per MVPD, vMVPD, or content aggregator;
Showing a specific number of ads or limiting the number of spots over a certain duration for a specific product group; and,
Specifying the minimum spacing between ads belonging to a specific product group. For example, a national beverage ad from one brand can be shown to different household audience segments based on interest. Rules can specify that only four beverage ads can be played over the course of a specific program, or that a beverage ad can only be played in one in every four ad pods. Through Comcast Advertising , Comcast is the first national TV distributor to implement LRM for this purpose. "This new industry solution is helping to further drive innovation and scale in addressable advertising by reducing much of the friction that currently exists," said Bart Spriester, Vice President and General Manager of the Content and Streaming Providers Suite for Comcast Technology Solutions. "We are removing many of the manual processes and variations around metadata that have historically hampered the progress of implementing linear addressable ads. We're confident that LRM can help play a central role in accelerating addressable TV."' "At Comcast Advertising, we're fully committed to accelerating the growth of addressable TV and making it easier for advertisers to incorporate it into their campaigns," said Larry Allen, Vice President and General Manager, Data and Addressable Enablement, Comcast Advertising, the advertising division of Comcast Cable. "LRM, along with Comcast Technology Solutions' expertise in implementing SCTE 224, will provide operators, programmers, and advertisers with the backend technology needed to seamlessly drive scale and simplify the advertising workflow." "Delivering TV ads that are more relevant for viewers, at higher premiums, is a common goal shared across the industry," said Marija Masalskis, senior principal analyst for TV, Video and Advertising at Omdia. "For years, wide-scale addressable TV has been more of an elusive idea than a viable reality. However, recent progress in linear metadata management, back-end automation, and industry-wide collaboration should all serve to accelerate the deployment of addressable TV at scale." Beyond LRM, Comcast Technology Solutions offers the Advertising Suite , which is being used by programmers to support upcoming addressable advertising deployments. The Advertising Suite provides centralized management of creative ad inventory and streamline workflows automatically. It delivers a comprehensive solution for addressable ad management, personalization, ad intelligence and scalability, giving customers the visibility and control needed to optimize ROI on addressable TV campaigns. To learn more about Comcast Technology Solutions' addressable advertising offerings, visit www.comcasttechnologysolutions.com/comcast-technology-solutions-enables-addressable-advertising-scale . About Comcast Technology Solutions
Comcast Technology Solutions offers a portfolio of technology solutions, the CTSuite, that provides the industry with the technology, scale and expertise to expand and navigate the rapidly changing media and entertainment technology landscape. We invent technology that solves industry challenges, reimagines what is possible, and transforms businesses for an ever-changing world. Built on Comcast's know-how, proven facilities, scalable platforms, and infrastructure, Comcast Technology Solutions offers more than 20 years of reliable, real-world broadcast and digital experience. We partner with customers to redefine expectations and deliver the future to global audiences. For more information, visit www.comcasttechnologysolutions.com . SOURCE Comcast Technology Solutions

COMCAST TECHNOLOGY SOLUTIONS RELEASES SOLUTION TO FURTHER SIMPLIFY DYNAMIC LINEAR ADDRESSABLE AD INSERTION

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COMCAST TECHNOLOGY SOLUTIONS RELEASES SOLUTION TO FURTHER SIMPLIFY DYNAMIC LINEAR ADDRESSABLE AD INSERTION

seamlessly drive scale
addressable advertising initiatives
Comcast Technology Solutions , a division of Comcast Cable that provides media and entertainment technology to content providers, operators and advertisers, today announced the launch of its national linear addressable advertising solution for customers and technology partners. Addressable advertising, which enables households watching the same national TV shows to see different ads that are more relevant and targeted to them, poses challenges for creative management and control. Linear Rights Metadata Management (LRM), a part of the CTSuite,  leverages SCTE 224 to provide integrated workflows that enable intelligent ad decisioning for tailored household-level TV advertising. Used effectively, SCTE 224 is a standard notification interface that can present richer linear metadata in a consistent way to trigger linear addressable ads — alleviating the complexity and inconsistency from manual data entry, from multiple sources, in multiple formats. LRM provides the signaling and advanced metadata communication required for intelligent addressability in ad breaks. Specifically, LRM ingests and aggregates the metadata of advertising assets, normalizes it into SCTE 224 format, and stores it in the cloud. SCTE 224 data is then distributed to multiple endpoints, ad decision managers, and software adapters. In addition to ad selection, LRM helps implement and enforce advertising rules and restrictions, such as:
Unique ad requirements per MVPD, vMVPD, or content aggregator;
Showing a specific number of ads or limiting the number of spots over a certain duration for a specific product group; and,
Specifying the minimum spacing between ads belonging to a specific product group. For example, a national beverage ad from one brand can be shown to different household audience segments based on interest. Rules can specify that only four beverage ads can be played over the course of a specific program, or that a beverage ad can only be played in one in every four ad pods. Through Comcast Advertising, Comcast is the first national TV distributor to implement LRM for this purpose. “This new industry solution is helping to further drive innovation and scale in addressable advertising by reducing much of the friction that currently exists,” said Bart Spriester, Vice President and General Manager of the Content and Streaming Providers Suite for Comcast Technology Solutions. “We are removing many of the manual processes and variations around metadata that have historically hampered the progress of implementing linear addressable ads. We’re confident that LRM can help play a central role in accelerating addressable TV.”‘
“At Comcast Advertising, we’re fully committed to accelerating the growth of addressable TV and making it easier for advertisers to incorporate it into their campaigns,” said Larry Allen, Vice President and General Manager, Data and Addressable Enablement, Comcast Advertising, the advertising division of Comcast Cable. “LRM, along with Comcast Technology Solutions’ expertise in implementing SCTE 224, will provide operators, programmers, and advertisers with the backend technology needed to seamlessly drive scale and simplify the advertising workflow.”
“Delivering TV ads that are more relevant for viewers, at higher premiums, is a common goal shared across the industry,” said Marija Masalskis, senior principal analyst for TV, Video and Advertising at Omdia. “For years, wide-scale addressable TV has been more of an elusive idea than a viable reality. However, recent progress in linear metadata management, back-end automation, and industry-wide collaboration should all serve to accelerate the deployment of addressable TV at scale.”
Beyond LRM, Comcast Technology Solutions offers the Advertising Suite, which is being used by programmers to support upcoming addressable advertising deployments. The Advertising Suite provides centralized management of creative ad inventory and streamline workflows automatically. It delivers a comprehensive solution for addressable ad management, personalization, ad intelligence and scalability, giving customers the visibility and control needed to optimize ROI on addressable TV campaigns. PR Newswire, a Cision company, is the premier global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, public affairs and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content -- and then distribute and measure results. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions. Prev Post

Comcast Technology Solutions Releases Solution to Further Simplify Dynamic Linear Addressable Ad Insertion

2 hours ago
Comcast Technology Solutions has launched a US national linear addressable advertising system for its customers and technology partners. The Comcast Cable-owned tech outfit’s Linear Rights Metadata Management (LRM) product, part of its CTSuit, is designed to tap the SCTE 224 standard to  provide integrated workflows that enable intelligent ad decisioning for tailored household-level TV advertising, according to the company. SCTE 224 is a standard notification interface that can potentially present richer linear metadata in a consistent way to trigger linear addressable ads. The concept is that by alleviating the complexity and inconsistency from manual data entry, from multiple sources, in multiple formats. LRM will provide the signalling and advanced metadata communication required for intelligent addressability in ad breaks. LRM ingests and aggregates the metadata of advertising assets, normalizes it into SCTE 224 format, and stores it in the cloud. SCTE 224 data is then distributed to multiple endpoints, ad decision managers, and software adapters. In addition to ad selection, LRM helps implement and enforce advertising rules and restrictions, such as unique ad requirements for individual service or content providers, showing a specific number of ads or restricting spots over a given duration for specific products or specifying the minimum spacing between ads of a given product group. Beyond LRM, Comcast Technology Solutions offers the Advertising Suite, which is being used by programmers to support upcoming addressable advertising deployments
“This new industry solution is helping to further drive innovation and scale in addressable advertising by reducing much of the friction that currently exists. We are removing many of the manual processes and variations around metadata that have historically hampered the progress of implementing linear addressable ads. We’re confident that LRM can help play a central role in accelerating addressable TV,” said Bart Spriester, VP and general manager of the cContent and streaming providers suite for Comcast Technology Solutions. “At Comcast Advertising, we’re fully committed to accelerating the growth of addressable TV and making it easier for advertisers to incorporate it into their campaigns. LRM, along with Comcast Technology Solutions’ expertise in implementing SCTE 224, will provide operators, programmers, and advertisers with the backend technology needed to seamlessly drive scale and simplify the advertising workflow,” said Larry Allen, VP and general manager, data and addressable enablement, Comcast Advertising, the advertising division of Comcast Cable. “Delivering TV ads that are more relevant for viewers, at higher premiums, is a common goal shared across the industry. For years, wide-scale addressable TV has been more of an elusive idea than a viable reality. However, recent progress in linear metadata management, back-end automation, and industry-wide collaboration should all serve to accelerate the deployment of addressable TV at scale,” said Marija Masalskis, senior principal analyst for TV, video and advertising at Omdia.

Comcast Technology Solutions launches US linear addressable ad product

IDEAL is an industry broadcast, audio visual, and media systems integrator. It provides technology solutions to all sectors, including broadcasting, telecoms, government, education and enterprise. It is based in Kowloon, Hong Kong.

IDEAL

`` While Comcast Technology Solutions provides a technology stack to manage premium video services worldwide , this new relationship with Ideal should significantly extend our capabilities to better serve clients in the Asia Pacific region , '' said Bart Spriester , Vice President and General Manager of the Content and Streaming Providers Suite for Comcast Technology Solutions .

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COMCAST TECHNOLOGY SOLUTIONS AND IDEAL SYSTEMS ANNOUNCE STRATEGIC ALLIANCE TO SERVE ASIA PACIFIC REGION

NBC Olympics owns the broadcast rights to all of the summer and winter games. It is based in New York City, New York.

NBC Olympics

NBC selects Comcast Technology Solutions to manage and deliver multi-screen assets across NBCU digital properties during the Olympic Channel games Tokyo 2020 .

NBC Olympics selects Comcast Technology Solutions to manage and deliver multi-screen assets across NBCU digital properties during the Olympic games Tokyo 2020
The announcement was made today by Bart Spriester, Vice President and General Manager of Content and Streaming Provider Suite at Comcast Technology Solutions, and David Wilburn, Vice President, Technical and Digital Operations, NBC Sports Group.

STAMFORD , Conn. and DENVER , Aug. 3 , 2021 / PRNewswire / -- NBC , a division of the NBC Sports , and Peacock selected Comcast Technology Solutions to provide multi-screen video management and delivery for its production of the Olympic Channel Games Tokyo 2020 , which is taking place from July 23 -- August 8 , 2021 .

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NBC Olympics Selects Comcast Technology Solutions To Manage And Deliver Multi-screen Assets Across NBCU Digital Propert...

SES provides satellite communications services to broadcasters, content and internet service providers, mobile and fixed network operators, governments and institutions.

Innovid provides In-Video Advertising solutions for online advertisers, publishers and content producers. Through the use of Frame-based Meta-Data, Innovids proprietary technology provides an integration between the video and the embedded images. Beyond ad integration and serving, the company solution includes a back-end analytics dashboard to measure and track engagement.

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Comcast Technology Solutions helps media and entertainment companies bring video to a global market effectively, reliably, and profitably.

Name	Work History	Title	Status
Jamie Miller	Amplero, Faraday Future, RhythmOne, ePartners, and iCAT	Chief Executive Officer	Former
Andy Baer	Salesforce, AOL, Verestar, Verizon, and American Management Systems	Chief Information Officer	Former
Brendan Condon	Media Properties Holdings, AOL, Advertising.com, and WarnerMedia	Chief Revenue Officer	Former
Neil Berry	Intelex Technologies, Piksel, Ooyala, OpenText, eLoyalty, and Interwoven	Senior Vice President	Former
Matt McConnell	thePlatform, and EchoStar	Senior Vice President	Former

Name	Jamie Miller	Andy Baer	Brendan Condon	Neil Berry	Matt McConnell
Work History	Amplero, Faraday Future, RhythmOne, ePartners, and iCAT	Salesforce, AOL, Verestar, Verizon, and American Management Systems	Media Properties Holdings, AOL, Advertising.com, and WarnerMedia	Intelex Technologies, Piksel, Ooyala, OpenText, eLoyalty, and Interwoven	thePlatform, and EchoStar
Title	Chief Executive Officer	Chief Information Officer	Chief Revenue Officer	Senior Vice President	Senior Vice President
Status	Former	Former	Former	Former	Former

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