Comcast Technology Solutions (CTS) has launched a new ad creative management tool for national, linear addressable advertising. Linear Rights Metadata Management (LRM) aims to offer intelligent linear addressability by automating much of the contextual decisioning required when replacing ad segments. Unsurprisingly, Comcast is the first national MVPD to implement LRM. The new SaaS offering uses SCTE 224 markers to standardize linear metadata in a consistent format for triggering addressable ads. CTS says this alleviates the complexity and inconsistency that can arise from manual metadata entry, and that it will help scale and simplify the addressable advertising workflow. LRM ingests and aggregates ad metadata, standardizes it into a SCTE 224 signal, and then stores this in the cloud. From there, the…