Inside NBCU’s Big Bet On Data-Based Ads

While almost all of the TV media companies have been rolling out their own data platforms to transact more advertising based on metrics outside of the traditional age and gender demos, NBCUniversal is making the biggest push yet to transition brands into making targeted audience buys. Last month, the company announced it was committing $1 billion in 2017 advertising inventory to data-based, non-Nielsen transactions in this year’s upfront and scatter markets. That’s 10% of the $10 billion in ad revenue the company brought in last year.