NBCUniversal today announced another significant advertising capability with the launch of its Audience Targeting Platform (ATP).
To power ATP, NBCUniversal 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. Throughout the year, these anonymized insights from ATP will guide NBCUniversal’s inventory allocations and client schedule development.
“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,” says Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, 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.”
Lisa Hsia (EVP, Digital Bravo, NBC UNIVERSAL) has just been confirmed as a keynote speaker at this year’s TV Connect (28th – 30th April 2015 ExCel, London).