NBCUniversal will expand One Platform, its advertising tools system, enabling advertisers to run multi-market campaigns through a single purchase, across addressable linear TV, connected TV and premium digital inventory. Thanks to the agreement with international partners, it will be possible to run global campaigns in Europe, Asia, Australia and the Americas.
These include Atresmedia, Bell Media, Seven West Media, Sky Media, Talpa Network, TF1 Group, Tokyo Broadcasting System and Omnicom Media Group.
The announcement was made during the Cannes Lions convention in Cannes. “By bringing together leading local broadcasters and publishers across the world, NBCUniversal seeks to enhance the premium video ecosystem and build the foundation for greater industry advancement and collaboration at an international level, across data and identity, activation and automation, ad innovation, and measurement,” reads a statement signed by NBCUniversal.
The new One Platform Global, will also include FreeWheel, the Comcast subsidiary that enables customers to securely manage and monetise their premium video inventory and will be operational from October.
“Across the world, we see the power of premium content to engage audiences and drive impact for businesses. And yet, the complexity of transacting across multiple markets at scale has so far kept marketers from accessing an increasingly global consumer base. By uniting Comcast’s position in premium content, global marketer relationships and technology expertise in NBCUniversal and FreeWheel, we’re scaling our platform and capabilities to deliver monetization at scale,” remarked Krishan Bhatia, president and chief business officer of NBCUniversal.
Photo Credits: Pxhere
