Linear TV is going programmatic. Starting this fall, NBCUniversal said it would make all of its inventory available for sale programmatically via its private exchanged dubbed NBCUx for Linear TV.
NBCUx will offer media buyers data and automation to inform their buys across its entire cable and broadcast portfolio. The inventory won't be bid upon in an auction environment and no dynamically
inserted ads will appear in primetime lineups, making the offering more of an automated reserved affair. This is the first time NBCUni has offered automated planning to its linear network ad
inventory. “It is really meant to simplify the process of planning and transacting on linear TV inventory,” said Krishan Bhatia, EVP of business operations and strategy for NBCUniversal,
on a call with press on Wednesday. “It is not a real-time bidding tool, [but] it adds a layer of automation that will remove steps from a typical TV workflow process and make us more
effective.”
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