TV Upfronts

NBCU Expands Programmatic to Live Events and Sports, Adds Creative Targeting

At its ad tech-focused One22 developer conference, company pitches itself as a one-stop shop

football players playing football
Advertisers can now buy programmatically against live events like NFL games, including the Super Bowl.Andy Lyons/Getty Images
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By Catherine Perloff

March 22, 2022

NBCUniversal might be a legacy media company, but it wants the experience of buying ads against its vast media library to be more like using a computer: a single place where brands can fill all their needs.

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Catherine Perloff

Catherine is Adweek's platforms reporter.

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