NBCU Intros National Programmatic Ad Buys

NBCUniversal said today that it is expanding its programmatic media product by launching NBCUx for linear TV.

Beginning this fall, 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.

“Our goal is to give our advertisers as many ways to access the high-value, target audiences they want to reach within our premium content,” said Dan Lovinger, EVP of NBCU’s entertainment advertising sales group. “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.

With this expansion, select advertisers — and their agency partners — will be able to reach their target consumers by developing media plans via a private exchange by using a combination of their own data, third party data sources and NBCUniversal’s television 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 broadcast, cable and digital portfolio.