NBCU Unveils Audience Targeting Platform for TV


NEW YORK: NBCUniversal is launching an Audience Targeting Platform (ATP), which will use TV viewing and consumer behavioral data to identify the best inventory available for advertising clients across its portfolio of networks.

NBCU will incorporate set-top-box viewing data from several third-party sources with first- and third-party consumer data to identify top-performing, client-specific inventory for select categories across NBCUniversal’s entire portfolio of national broadcast and cable networks. By combining television viewing data with other consumer data, NBCUniversal says it can more effectively allocate high-value television inventory to optimize client media plans.

“Marketers no longer have to choose between digital media’s data-driven targeting and television’s scale and unparalleled ability to communicate via great storytelling,” said Linda Yaccarino, the chairman of advertising sales and client partnerships at NBCUniversal. “Now, we are unique in our ability to deliver on our promise of targeting nationally and insights-driven program selections across the entire NBCUniversal portfolio. Video content is more powerful in the presence of data.”