NBCUniversal has teamed up with Yahoo’s demand-side platform to give advertisers direct access to inventory from the network’s streaming service Peacock, which launched in 2020.
The aim is to make the connected TV buying process easier for marketers for scatter and upfront buys. Peacock inventory will be available on a programmatic guaranteed basis, meaning the inventory is reserved for that buyer at a negotiated price.
As audiences only have a number of subscription streaming services they’re willing to pay for—and as the growth of some subscription streamers stutters—the appeal of advertising-funded platforms grow.
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