NBC Universal will use technology from Microsoft Corp. to sell commercial time on its broadcast and cable TV networks in a process similar to the sale of online advertising, the Wall Street Journal says.
As part of a broader effort to refine the purchase of TV advertising time, NBC Universal has decided to use technology from Microsoft Corp. to sell commercials on its broadcast and cable networks, according to a story in the Wall Street Journal.
Written by Emily Steel, the story says the technology enables a selling process similar to that used in selling online advertising.
The technology NBC is deploying will add a layer of demographic information as well as automated ad buying. It analyzes anonymous set-top box data from satellite and cable systems, adds in data obtained from other companies, including consumers’ purchasing habits and locations, and updates daily, the story says.
The new system would permit an advertiser who placed commercials on, for instance, home improvement shows, to see other programs that potential customers are watching, the story says, and the advertiser could add commercials to those shows using the system.
Companies such as eBay Inc. and Google Inc. have sought to automate the process of television advertising sales. An online ad buying system from eBay, based on an auction model, didn’t gain traction, the story says.
WSJ Online subscribers may read the full story here.