• by Wayne Friedman , December 2, 2020

Ramping up its efforts around addressable advertising for TV, Comcast Corp.'s ad-server business unit FreeWheel will employ its digital ad-server technology, AutoScheduler, to automate NBCUniversal’s linear TV ad scheduling across all its networks.

AutoScheduler analyzes ad breaks within linear TV campaigns, along specific guidelines, and automatically fills a schedule -- dynamically placing spots across NBCU networks.

FreeWheel says this help for more efficient delivery against a marketer’s target demographic.

Digital Ad Insertion (DAI) is a key technology element of the advanced addressable advertising efforts

It adds that the technology will be “the foundation for digital ad insertion and full linear and digital unification across the NBCU portfolio for campaign execution and pacing.” Inserting addressable ads into live, linear TV programming allows advertisers to target specific audiences.

In February, NBCUniversal launched its effort to merge digital media with linear TV ad management -- starting One Platform, a single TV and digital ad-buying and management platform, allowing marketers to target key audiences for all NBC screens, networks, and dayparts -- all with one single audience guarantee.

eMarketer projects that U.S. addressable TV advertising will reach $3.6 billion by 2022 -- up 75% from 2020.