Inside NBCUniversal’s Billion-Dollar Bet on Data-Based Advertising

The company takes the training wheels off its Audience Studio suite

For years, media buyers have struggled with the disconnect between the “inordinate amount of time” they spend defining custom targets and audiences for their clients, “and then ultimately, when we go to market, we end up buying a Nielsen age/sex demo, adults 18-49. It’s entirely disingenuous to the front part of the process,” said David Cohen, president, North America, Magna Global.