A union of NBC Universal and Comcast could lead to major changes in the $65 billion U.S. television advertising market by speeding development of interactive advertising, according to the Wall Street Journal.
Addressable and interactive advertising could get a boost from the planned merger of Comcast Corp. and NBC Universal, according to a story in the Wall Street Journal.
Written by Suzanne Vranica and Sam Schechner, the story says that Comcast executives anticipate using their cable company’s infrastructure to help NBC’s television networks begin selling interactive ads, a move they believe would yield big financial gain.
The big gains will come, Comcast executives say, when cable systems across the U.S. band together to permit an advertiser to advertise across the country.
WSJ Online subscribers may read the full story here.