NBCUniversal Is Beta-Testing a New AI Ad Offering to Reach Consumers in the Proper Context

AdSmart Context uses machine learning to pair programming with relevant advertising

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CANNES, France—NBCUniversal is about to go live with a new advertising product that uses machine learning to sort through episodes of its content library and pair that programming with relevant advertising.

Called AdSmart Context, the product is one of the new types of advertising in beta that the network is presenting to brands at the Cannes Lions festival this year.

“I feel very, very strongly that you can audience target the exact right person at the exact right moment, but if you reach them with a terrible piece of creative, with something that doesn’t break through the clutter, it’s all for naught,” said Josh Feldman, head of creative partnerships, in a press briefing this morning.

The network is expanding its ad offerings, including shoppable ads, which it rolled out during the French Open at the end of last month.



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