NBCUniversal looks to sell TV programmatically

NBCUniversal is expanding its programmatic media product by launching NBCUx for linear TV.

Advertisers can use data and automation to build media plans that include premium linear TV inventory across NBCUniversal’s entire portfolio of cable and broadcast entertainment networks.

Currently only a select group of advertisers, and their agency partners, will be able to reach their target consumers by developing media plans via a private exchange using a combination of their own data, third party data sources and NBCUniversal’s television inventory.

Dan Lovinger, executive vice president Entertainment Advertising Sales group, NBCUniversal said this was to provide advertisers with as many ways to access the high-value, target audiences they want to reach within the network’s premium content.

“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,” he said.

Over the past two years, NBCUniversal has made programmatic buying available to advertising clients for its digital video and display inventory.

NBCUniversal will make its premium TV inventory available to a select set of demand side platforms (DSP) which meet the company’s requirements. Clients can choose which of those DSP partners they want to use to generate an audience-based media plan.

The launch of NBCUx for linear TV comes on the heels of the recently announced Audience Studio, which unifies the company’s data offerings through a single platform across its vast broadcast, cable and digital portfolio.