NBCUniversal expands One Platform for advertisers

NBCUniversal has expanded its One Platform advertising technology and content offering, which it says will enable marketers to manage multi-market campaigns across addressable linear TV, CTV, and premium digital video ad inventory in a single buy for the first time.

NBCUniversal has partnered up with Comcast-owned ad tech outfit FreeWheel to tive marketers access to ‘global-to-local’ content from over 190 countries in Europe, Asia, Australia, and the Americas. Launch partners for the expansion include Atresmedia, Bell Media, Seven West Media, Sky Media, Talpa Network, TF1 Group, Tokyo Broadcasting System (TBS) and Omnicom Media Group.

NBCUniversal’s One Platform reaches one billion consumers globally each month, according to the company.

Marketers can now access over 100 broadcasters, 1,000 digital publishers, and more than 50 demand-side platforms in one transaction according to NBCUniversal.

One Platform’s expanded global offering will be operational and ready to transact from October 2023, the company said.

Krishan Bhatia, president and chief business officer, NBCUniversal, said: “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. Through cross-industry partnerships with leading programmers, we hope to build a more scalable TV advertising ecosystem for the benefit of all participants.”