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NBCUniversal is taking the training wheels off its data platforms and committing $1 billion in ad inventory this year to transact with clients using data-based targeting and guarantees on non-Nielsen metrics.
The announcement, which applies to both the scatter and upcoming upfront markets, comes as the company unveiled its Audience Symphony platform, which taps into NBCU’s Symphony cross-platform offerings.
Under the new platform, an automotive company doing a new car launch could receive access to the most relevant audiences of potential car buyers across NBCUniversal’s portfolio, including broadcast, cable, digital and its partner companies like Vox Media, BuzzFeed, Snapchat and Apple News.
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