ryan mcconville

NBCUniversal is kicking off the new year with a programmatic progress report during CES in Las Vegas this week.

Advertisers are demanding transparency – and their calls are becoming louder and more urgent. But programmers claim their hands are tied over a video-rental-era law from 1988.

Lots of people are talking about addressable TV. “Data-driven linear,” though? Not so much. But despite the fact that data-driven linear (DDL) doesn’t get as much attention as its somewhat sexier addressable cousin, it’s becoming an increasingly popular choice for linear advertisers attempting to make more informed media buys.

To help solve TV measurement, NBCUniversal launched a “Currency Council,” a list of marketers who have committed to using alternate measurement currencies for at least a portion of their ad spend with NBCU. The program currently has about a dozen buy-side partners, including State Farm, Wayfair and T-Mobile.

At Tuesday’s ONE22 conference, NBCUniversal shared its second update on its ad tech stack One Platform’s developments for its clients. “Identity will be the new currency,” said NBCU’s chief data officer, John Lee, which means One Platform will focus on three key areas of growth this year: first-party data, automation and measurement.

NBCUniversal’s new data and technology offerings includes the ability to buy programmatically on Peacock for the first time and an NBCU identifier that brings together first-party data across its entertainment brands — including its parks and resorts businesses.  At its ONE21 event on Monday, NBCU mapped out its plan to bolster One Platform — launched […]

NBCUniversal wants its content to appear wherever viewers want it: places like YouTube, Roku, NBC apps, Snapchat, mobile phones and work computers, in addition to linear streams in their living room. But scheduling ads that will light up across all of these platforms is a highly fragmented, manual process. So NBCUniversal hired former Kargo President […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All In Context  Integral Ad Science acquired European contextual targeting company ADmantX for an undisclosed amount. Using natural language processing and machine learning, ADmantX identifies the context of an article and whether a piece of content is positive or negative, The Wall Street Journal […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ryan McConville, senior vice president of business development and partnerships at Kargo. Programmatic advertising has slowly but steadily taken hold of nearly the entire digital marketing universe. And while by […]