NBCUniversal Aims to Merge TV and Digital Ad Buying With New Tech
Comcast Corp. -owned NBCUniversal says it is accelerating efforts to create a single ad technology and sales infrastructure for marketers to run media plans across its TV and digital properties, and across local, national and global markets.
The efforts center on One Platform, which will combine existing and new tools for advertisers to plan, schedule, optimize and measure video ad campaigns. Previously, NBCUniversal had separate tools for traditional linear TV and digital advertising, which forced it and its advertisers to combine orders manually.
For decades, TV networks relied on broad demographics such as age and gender to sell ads. Now they are trying to update how they sell ads to better compete with digital media, which allows marketers to use data to find specific audiences such as people in the market for a new car.