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  • April 23, 2025

Comcast Technology Solutions and AD-ID Join Forces to Advance Industry Standards in Advertising

NEW YORK and DENVER, APRIL 23, 2025 — Comcast Technology Solutions (CTS), a division of Comcast that provides media and entertainment technology solutions for advertisers, content providers, and operators, and AD-ID, the industry standard for identifying advertising assets, today 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 (e.g., advertiser’s name, title, ad length, language, product categorization, etc.) that enables buyers and sellers to track ad creative through the media ecosystem. Notably, advertisers can use AD-ID to track information about ad placements to enable ad planning, frequency caps, and measurement.

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.

"Given their exceptional reach across both media and advertising, we are thrilled to partner with Comcast Technology Solutions to help drive greater adoption of AD-ID across the industry," said Nada Bradbury, CEO of AD-ID. "This alliance helps ensure that advertisers, publishers, and all stakeholders can benefit from the increased efficiency, transparency, and interoperability that standardized identifiers provide."

Brands and advertisers need to ensure that their spending is as effective as possible, which requires significant technical orchestration behind-the-scenes. Underpinning that effort is the need to have a consistent way to identify ads, provided by AD-ID, to enable better ad planning, management, and measurement. We look forward to collaborating with AD-ID to promote its benefits across our ecosystem of partners and customers, and when coupled with CTS’ AdFusion™, to help reduce complexity, streamline workflows, and drive results.

Bart Spriester, Senior Vice President and General Manager of Streaming, Broadcast, & Advertising, CTS

This collaboration represents another significant step forward in the industry's efforts to standardize advertising data and workflows. The Ad Creative Identity Framework, ACIF, created by the IAB Tech Lab and its constituents, is also helping to promote the essential use of IDs in the advertising workflow, with AD-ID as the registry of record for North America. 

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. More information is available at www.comcasttechnologysolutions.com. 

About AD-ID

AD-ID is the industry standard for identifying advertising assets across all media platforms. It is a joint venture of the American Association of Advertising Agencies (4A's) and the Association of National Advertisers (ANA).  AD-ID provides a universal identifier that helps streamline workflows, reduce errors, and improve the efficiency of advertising operations. For more information, visit Ad-ID.org or follow Ad-ID on Twitter @Adidentify.

About Comcast Technology Solutions 

Comcast Technology Solutions, a division of one of the world’s leading media and technology companies, brings Comcast Corporation’s proven technologies to an evolving list of industries worldwide. Comcast Technology Solutions offers a broad portfolio of solutions that deliver flexibility at scale for global video, media, communications, data applications, and cybersecurity & compliance. Customers include leading content and streaming video providers, pay TV operators and MVPDs, advertisers, communications providers, financial service providers, retailers, and more. For more information, visit Comcast Technology Solutions.

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