Comcast Corp is pooling the advertising power of its NBCUniversal and British-ba...
FILE PHOTO: The Comcast NBC Universal logo is shown on a building in Los Angeles, California, U.S. June 13, 2018. REUTERS/Mike Blake
The initiative would allow global advertisers to target specific households based on their interests, widely seen as the future of TV advertising. It comes ahead of an important ad sales period in May called the upfronts, when major U.S. networks including NBC will tout upcoming shows and advertising technology in hopes of selling commercial time in advance of the next television season.
The service would ultimately allow global advertisers to automatically place ads on the most relevant shows, and measure the results across NBCUniversal and Sky’s TV and digital platforms as advertising becomes more global. “The strategy is no longer country by country or market by market,” said Jamie West, group director of advanced advertising for Sky, in an interview. “It eases the friction of purchasing across NBCUniversal and Sky.
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