Peacock Strikes Direct Access DSP Deals With The Trade Desk, Yahoo

NBCUniversal has inked two separate demand-side platform (DSP) deals -- one with The Trade Desk and another with the Yahoo DSP -- where marketers will have direct access to ad inventory for Peacock, NBCU’s premium streaming service.

The Yahoo DSP will offer access to Peacock inventory on a “programmatic guaranteed” basis, which the DSP says will help “streamline the buying process for scatter and upfront buys.”

The deal will extend the reach for marketers’ connected TV (CTV) campaigns, as well as extending the reach of NBCU -- 70% of the Peacock audiences are incremental to other NBCU digital video platforms.

Marketers can secure content from NBC Sports, NBC and Sky News, NBCU Next-Day Prime, the Universal Pictures film library and Peacock Originals. The Yahoo DSP deal will offer targeting by location, age/gender, Peacock in-house-segments, or by content context.

Yahoo DSP says it has already worked with Peacock on providing programmatic guaranteed deals for telecommunications, consumer product group and automotive clients.



In a separate deal, The Trade Desk, the large DSP, says it has expanded its partnership with NBCUniversal to include Peacock on-demand inventory as part of its NBC ad inventory offerings. This deal will also including content for NBC Sports; NBC and Sky News; NBC Next-Day Prime; Peacock originals and library product such as “The Office” and “Parks and Recreation.”

The Trade Desk, which has been offering marketers core NBC digital video ad inventory, has been working with NBCU on an identity graph -- NBCU ID -- using NBCU's first-party data. Additionally, The Trade Desk is developing a programmatic shoppable ad unit for NBCU's streaming platforms.

Earlier this year, Ryan McConville, NBCU’s executive vice president of advertising platforms and operations, said programmatic inventory would be available on Peacock for the first time this year. He added most of NBCU’s video inventory is almost exclusively sold through sister company FreeWheel, a supply-side platform (SSP).

McConville told AdExchanger: “The benefits of anyone working with FreeWheel is that it’s really a way to work with NBCU ... There’s no access to Peacock or many of our other properties through other SSPs. FreeWheel is the primary gateway in. But they’re connected with all the top DSPs.”

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