“Generally, everyone is looking for more efficiency in advertising and technology is making it more possible for brands to take control of this,” Sutton said. “They are investing in ad-management and delivery functions to manage their costs more directly.”
One piece of Adstream’s platform in particular, AdBank, serves as the end-to-end “digitizer” for video campaign creation and delivery. It essentially captures digital asset exchanges between brands, agencies, production houses or media companies. This is analogous to the bridge Adobe is trying to make between Marketing Cloud and its Creative Cloud software.
Although Adstream does not claim to be a creative organization, Sutton said having ongoing access to digital material that translates globally (with the ability to repurpose content for language translation and cultural nuances) is a crucial tool for the “in-house” marketing organization and even agency.
As for Comcast’s video and cross-platform delivery interests, “I will tell you we’re interested in this relationship to enable trailblazing between platforms, whether that’s video, mobile, display, linear TV, etc.,” commented Todd Porch, VP and GM of Comcast AdDelivery, formerly executive director of display ad ops at Yahoo. “We are planning for that convergence and want to answer the question, ‘How do we enable that?’ whether it’s plumbing, transport or analytics/insights.”