How NBCUniversal Is Unifying Its Ad Delivery

In partnership with its Comcast cohort Freewheel

NBCUniversal has completed the first stage of a tech partnership with Freewheel to unify its ad delivery system, taking it one step closer to selling ad inventory to buyers across screens in a unified way.

The partnership between the two companies, both owned by Comcast, is part of NBCUniversal’s “one order, one report” vision, whereby broadcasters can serve ads to media buyers’ stipulated audience segments, regardless of the screen they are viewing.

To do so, it’s using Freewheel’s dynamic ad delivery technology to optimize linear TV schedules in tight coordination with their linear trafficking system.

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