Adobe Advertising Cloud, NBCUniversal Collaborate To Extend Automation In TV Advertising

Fully Automated, Self-Service Platform Enables Marketers to Buy NBCUniversal National Linear Inventory on a Targeted Basis.

Today, NBCUniversal announced that the company will expand the programmatic media buying capabilities in its Audience Studio to include Adobe Advertising Cloud TV, the most widely used solution in the industry for automated, data-driven planning and buying of television advertising. The offering allows marketers to plan, manage, and optimize their media purchases through the creation of a private marketplace of NBCUniversal’s entire portfolio of broadcast and cable television.

“We continue to listen to our clients and the marketplace on areas of our industry that we need to develop and grow in order to help them achieve their business goals,” said Mike Rosen, executive vice president, advanced advertising and platform sales, NBCUniversal. “NBCUniversal partnering with Adobe brings together two market leaders to give current clients what they want: automation, data, and precision — and self-service buying also brings premium video to a longer tail of new advertisers.”

“Delivering engaging and personalized brand experiences is the future of advertising, but realizing that vision at scale in TV is difficult today,” said Chris Luna, media manager, 3M. “We applaud NBCUniversal and Adobe Advertising Cloud TV for building the technology and fully embracing it on the supply-side, and look forward to using the platform.”

Adobe Advertising Cloud customers have access to advanced datasets to accurately target audiences and measure business outcomes attributed to TV investments, such as online purchases or time spent on a brand’s website. Data available hails from leading third-party providers — including pay-TV providers, MRI, and TV manufacturers — as well as first-party data from brands natively imported from Adobe Analytics Cloud.

“Delivering data-driven planning and optimization across all of our clients’ TV buys is a key priority for us at Dentsu Aegis Network,” said Mike Law, EVP, managing director, video investments at Dentsu Aegis Network. “However, to date we’ve found that the roll-out of technology and inventory platforms, enabling us to do that at scale, has been slow. We are excited to see NBCUniversal and Adobe Advertising Cloud TV take the lead on making this a reality, and we look forward to leveraging the platform to help us manage and optimize our clients’ investments.”

Adobe Advertising Cloud and NBCUniversal are committed to an ongoing development schedule of advancing automation workflows, driving innovation and transformational change in the TV marketplace.