New York, New York, November 25, 2025 – WideOrbit, the leading provider of broadcast TV and radio ad traffic solutions, and Comcast Technology Solutions, a leading provider of technology products and services for the advertising industry, today announced the integration of the Comcast AdFusion platform with the Electronic Material Instructions module for WO Traffic and WO Network. This collaboration creates a certified integration between Comcast AdFusion’s end-to-end creative management platform and WideOrbit’s Electronic Material Instructions module, which automates the end-to-end exchange of material instructions between advertisers and media companies. The integration facilitates the seamless exchange of traffic instructions, reducing errors and providing valuable time and cost savings for advertisers and broadcasters.

“The integration between Comcast AdFusion and WideOrbit will deliver immediate benefits to advertisers and agencies using our platforms,” said Justin Morgan, Head of Product, Comcast AdFusion. “Seamless and instant data exchange between the platforms will mark a significant improvement for all stakeholders managing real-time responses and confirmations, as advertisers send traffic instructions to broadcasters nationwide.”

Toni Coonce, WideOrbit CEO, stated, “Our collaboration with Comcast demonstrates WideOrbit’s dedication to simplifying workflows for broadcasters and advertisers by offering comprehensive, connected solutions. By enabling the seamless transfer of traffic instructions from Comcast AdFusion to WO Traffic or WO Network, we offer more advanced, automated workflows that save both time and money. This collaboration underscores WideOrbit’s commitment to open architecture, interoperability, and operational efficiency.”

Advertisers will simply input traffic data using Comcast AdFusion and receive immediate feedback from WO Traffic or WO Network confirming that the instructions have been received and processed by the broadcaster. The bi-directional data transfer is automated end-to-end, driving efficiency and accuracy while reducing costs for both advertisers and broadcasters.

To get started with the Electronic Material Instructions module for WO Traffic or WO Network, or to learn more about the Comcast AdFusion integration, please contact WideOrbit.

About WideOrbit

Founded in 1999, WideOrbit helps media companies transact more business by making it easier to sell advertising. We offer a platform that ties everything together, from pitch to payment, across digital, linear, and cross-platform advertising. For more information visit www.wideorbit.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.

 

For press inquiries, contact media@wideorbit.com.

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