NBCUx Extends Programmatic Digital Ad Sales Tech

With the debut of NBCUx, NBCUniversal says it will now extend the launch of its programmatic digital ad sales technology.

NBCUx will offer data-enabled targeting alongside NBCUniversal's premium digital display -- mobile and video content across its portfolio of entertainment, news, sports and Hispanic digital properties, which reach over 100 million unique visitors.

NBC says the company already conducts business -- nearly 20% of its digital business programmatically. By combining content, context and data, NBCUx can match NBCUniversal’s top-rated programming with relevant advertisements to increase audience engagement and value.

Retailer Target has been one of the first major brands using NBCUx.

“With NBCUx, Target can create a meaningful intersection between automated marketplaces and quality content to ensure we are reaching our guests on their terms and in environments that support our brand,” stated Kristi Argyilan, senior vice president of marketing for Target.



Krishan Bhatia, executive vice president of digital strategy and operations for advertising sales at NBCUniversal, said: “Offering clients the ability to easily combine our premium content across our entire portfolio, with data-enabled targeting, is something only NBCUniversal can deliver at such scale, creating unmatched value for our top-tier advertising partners.”

The company says NBCUx will also offer its digital video and mobile content via a programmatic technology using a private exchange.

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