NBC Universal have widened its programmatic media product by launching ‘NBCUx for linear TV’. From this autumn, advertisers will be able to make automated, data-driven buys that include premium linear TV inventory across NBCUniversal’s entire portfolio of cable and broadcast entertainment networks.
Advertisers will be able to buy the inventory via a select number of demand side platforms. Once the advertiser creates their media plan, it will still be subject to inventory availability and approval by NBC Universal. The inventory will be sold via a private exchange and advertisers will be able to enhance targeting using their own data, third-party data and NBCU’s own data sets.
Dan Lovinger, Executive VP of NBCUniversal’s sales group said,“Our NBCUx digital programmatic offering was a key component to our clients’ success last year and we expect that by adding premium TV inventory to the mix, it will greatly enhance their efforts. The launch of NBCUx for linear TV is another example of our commitment to innovation on behalf of our clients.”
Over the past two years, NBCUniversal has made programmatic buying available to advertising clients for its digital video and display inventory. The company has also brought in some high profile figures from the digital programmatic world, including Denise Colella, former CEO of Maxifier, who joined the company as SVO, Advanced Advertising Products & Strategy.
NBC Universal also recently announced Audience Studio, which unifies the company’s data offerings through a single platform across its vast broadcast, cable and digital portfolio.