AdImpact and Comcast Technology Solutions Partner to Automate Political Advertising Workflows
Integration of Comcast Technology Solutions’ AdFusion™ into AdImpact’s Potomac platform streamlines media planning, buying and activation processes for faster, more effective campaigns.
Alexandria, VA, May 15, 2025 – AdImpact, a leading advertising intelligence company, today announced the integration of Comcast Technology Solutions’ (CTS) creative management platform, AdFusion™, into its data-driven political media buying solution, Potomac. The joint solution enables political advertisers and agencies using Potomac to streamline complex workflows – from media planning and buying to traffic management, content delivery, and reconciliation.
“Thanks to recent technological advancements, the political ad landscape has evolved rapidly, but many aspects of the media buying process have remained complex and manual,” said Kyle Roberts, CEO of AdImpact. “While Potomac has helped automate key steps to ensure campaigns are delivered on time and on budget, this integration marks a major milestone in our mission to modernize media buying. By integrating AdFusion into Potomac, agencies can further simplify the process to execute media buys more efficiently, effectively, and at scale.”
With the integration of AdFusion, which combines media buys with creative assets and metadata to accelerate the flow of creative traffic and content delivery, Potomac enables agencies to reduce errors, accelerate time to air, and optimize ad placements across broadcast, CTV, and digital platforms. By transmitting buy line-level data directly to AdFusion, agencies and their advertisers can now execute traffic and content delivery more precisely than ever.
In an increasingly fragmented media landscape, political advertisers need solutions that ensure they’re maximizing their investments. Our collaboration with AdImpact expands the capabilities of AdFusion to bring a new level of efficiency to media buyers, helping them achieve better outcomes with less operational complexity.
Bart Spriester, Senior Vice President and General Manager of Streaming, Broadcast, & Advertising, Comcast Technology Solutions
For more information about Potomac, visit www.adimpact.com. For more information about CTS’ AdFusion visit https://www.comcasttechnologysolutions.com/who-we-serve/adfusion.
About AdImpact
AdImpact is a leading advertising intelligence company. We specialize in tracking and analyzing advertising data across various media channels, including traditional, digital, and emerging platforms. Our real-time monitoring captures over one billion TV ad occurrences daily. We maintain the industry’s largest ad catalog of over 1.6M unique creatives. Our coverage extends across all 210 designated market areas (DMAs), over 41,000 zip codes, and over 20 million IP addresses. Currently, we capture data and analytics for over 88,000 brands and advertisers. Our reliable real-time data and analytics empower users to monitor competitor ad occurrences, spending, messaging, and creatives, facilitating quick and informed decision-making. To learn more about AdImpact’s capabilities, please visit www.adimpact.com.
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.
Press Contact for AdImpact
Sara Serbanoiu - sserbanoiu@daddibrand.com
Press Contact for Comcast Technology Solutions
