Scaling with confidence: How Active International accelerated traffic operations
October 5, 2026
Active International places more than $1 billion in media each year for brands and agencies, and its U.S. broadcast traffic team supports as many as 30 advertisers in a single week. With Comcast AdFusion, that team created and delivered more than 9,000 unique traffic instructions in one week while keeping the precision its clients expect.
By the numbers
- 9,000+ unique traffic instructions created and delivered in a single week
- 450,000+ traffic instructions a year, annualized
- 500,000+ creative assets delivered to stations nationwide
Why broadcast traffic gets harder as you grow
Every advertiser buy can arrive as one estimate or ten. Each estimate is a single order, often with thousands of buy lines that set the stations, programs, and dayparts where a spot runs. Active International's traffic team builds instructions for each one, every week of the year.
Before AdFusion, moving one client's work into market meant running two jobs in parallel: building the traffic instructions, then getting the matching creative to every station in the format it required. Melissa Reiman, Active International's Broadcast Traffic Director, put it plainly: larger orders with multiple estimates took a lot of time to assemble and send.
What changed with Comcast AdFusion
Active International moved to AdFusion through a phased rollout, testing the platform against live orders and refining the workflow with the AdFusion team as they went. Traffic creation and creative distribution now run in one connected workflow, and Active International's ad operations team has direct, end-to-end control of distribution.
The case study walks through the two AdFusion capabilities that cut the most time from complex orders, and how the team's own feedback turned into product enhancements.
What you'll find in the full case study
- The before-and-after workflow, step by step
- The two capabilities that changed how Active International handles its largest orders
- Findings from Melissa's time-and-motion study comparing identical tasks in the old and new workflows
- Why station reach-outs dropped, and what that means for validation
- How a phased, collaborative rollout shaped the platform around real orders
See how Active International runs traffic at scale. Fill out the form to download the full case study.
