NBCUniversal has released details of a new “all-audiences transaction model” ahead of the upfront season, where US broadcasters traditionally set-out their upcoming programming slate.
The Comcast broadcaster says its “reinventing how the company transacts in the marketplace”.
“One Platform represents the transformation of our business and our roadmap for the future of advertising,” said Linda Yaccarino, Chairman, Advertising and Partnerships, NBCUniversal. “We’re combining storytelling with scale, technology with trust, and innovation with insight—all in service of our viewers and our partners.”
The premise of One Platform is that advertisers can reach audiences viewing through linear broadcasts as well as OTT delivery.
NBCUniversal is expanding its AdSmart suite of advanced advertising products, building on its proprietary audience graph, linear audience optimizer, and programmatic linear API.
Its also working with Comcast-owned FreeWheel on the optimisation of campaigns.