• by Wayne Friedman , January 8, 2020

LAS VEGAS-- Consolidating its array of TV-video advertising tools for all its networks and platforms, NBCUniversal announced at the Consumer Electronics Show that it is starting up One Platform -- a unified service that can optimize, plan, deliver, and measure audiences for all advertisers.

“We know that viewers do not differentiate content by network, time or screen... so that’s the mindset we’ll go to market with in 2020,” said  Linda Yaccarino, chairman, advertising and partnerships for NBCUniversal, in a press release on Tuesday night.

She added: “With One Platform, we’re following our viewers’ lead. Rather than pushing back on disruption, we will use it to power our business and redefine the entire marketplace.”

The One Platform will include: One Optimizer,  a unified cross-platform optimizer based on reach/frequency objectives; One Plan, which enables advertisers to create one streamlined plan for media investment; One Delivery, a new system to unify scheduling and trafficking of campaigns across linear and digital platforms; and One Measurement, in which NBCU’s existing CFlight measure unifies impressions across all NBCU screens -- TV networks and digital platforms -- with a single metric for a marketer’s campaign.

In April 2018, before the upfront advertising buying market for the 2018-2019 TV season, NBCUniversal started the CFlight measuring tool for advertisers, expanding on the Nielsen-measured industry-standard C3/C7 audience guarantee metric  -- the average minute commercial rating plus three or seven days of time shifted TV viewing.

Expanding on CFlight, NBCU says it will unveil a new in-campaign and post-campaign measurement dashboard to show brands how each impression drove impact.

Over the next three years, NBCUniversal says it will “double-down” on its investment in technology to deepen its effort around one unified advertising platform.