NBCUniversal’s TV inventory is about to become available to more advertisers thanks to an expansion through Adobe’s Advertising Cloud TV suite.
The pair are announcing that NBCU’s Audience Studio, its suite of audience buying tools, will now plug in to the Adobe system, effectively creating a programatic private marketplace comprising NBCU’s broadcast and cable TV inventory.
The pair-up will mean datasets including from pay-TV providers, GfK MRI, TV manufacturers and brands’ own first-party datasets in Adobe Analytics Cloud can be used to target TV ads.
“We will avail across our entire portfolio … our inventory through an API so that, if a hands-on keyboard, client or agency wants to make purchases across the premium quality brand-safe inventory of NBCUniversal, they can do that now in a much more highly automated self-service fashion,” says NBCUniversal advanced ad and platform sales EVP Mike Rosen, in this video interview with Beet.TV.
“We see the adoption end up being more of a hand-in-hand partnership between all three partners – the client, agency and media company.
“When the client is able to – in a more seamless, frictionless way – take data that informs who they’re trying to reach … with the highest fidelity possible throughout, from identifying the segment to creation of media plan to the actual media buy.”
This video was produced at the Advanced Advertising Summit in New York. Please find more videos on this page from the Beet.TV series presented by 4C.